The Very Hungry Caterpillar wiggles into Bluewater

Partnership with leading UK shopping destination secured by licensing agent Rocket Licensing, part of the brand’s 50th anniversary activity

Written by Rhys Thomas

Posted 30.10.2019 | Retail

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As The Very Hungry Caterpillar continues to celebrate its 50th anniversary, UK agent Rocket Licensing has secured a partnership with leading shopping destination Bluewater for a slate of promotional activity.

The collaboration begins with the theming of Bluewater’s Green Flag award-winning nature trail. Children follow The Very Hungry Caterpillar trail map, along with branded signs, maps and floor stickers, to make their way around the paths. On the route they will meet an insta-worthy wooden sculpture of the main character, and learn facts about the flora and fauna surrounding the centre.

Upon completion of the accompanying quiz, children will receive an activity book based on the classic tale from licensee Alligator Books, along with a cardboard Very Hungry Caterpillar hat.

Further activity with Bluewater for the two-year deal includes in-mall costume character appearances, a half term story time event, and a photo opportunity at key seasonal times. A Giant Wiggle fundraiser – an event which has so far raised an incredible £301,000 for Action for Children – is also planned for spring 2020 at the shopping centre.

Melissa Satterly, Brand Manager, Rocket Licensing, says: “The collaboration with Bluewater’s nature trail is perfect for The Very Hungry Caterpillar as the setting has great synergy with the brand’s values of exploration and nature, and it will help to encourage another new generation to love and share the evergreen story. The wider activity with Bluewater will help to support our loyal retailers and licensees in what is a very exciting year for the brand.”

Retailers stocking The Very Hungry Caterpillar products within Bluewater, including Waterstone’s John Lewis, Mothercare and WHSmith, will also be encouraged to get involved with promotional activations across key dates including VHC Day and World Book Day as part of the collaboration.

Other key partnerships in place to celebrate the milestone anniversary of the Eric Carle bestseller include tie-ups with The Royal Horticultural Society, The Eden Project and Butterfly Conservation. There’s also an enormously popular theatre show The Hungry Caterpillar Live for pre-schoolers.  


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