Nursery Today magazine

Very Hungry Caterpillar apparel range available at JoJo Maman Bébé

DTR children’s apparel agreement brings brand to more than 90 stores
across the UK and Ireland as well as JoJo Maman Bébé’s US stores

Rocket Licensing, the licensing agent for Eric Carle’s The Very Hungry Caterpillar in the UK and Eire, has announced a major direct to retail (DTR) licensing agreement for the much-loved caterpillar with JoJo Maman Bébé, the UK's favourite boutique mother and baby brand.

The first-ever JoJo Maman Bébé The Very Hungry Caterpillar apparel range, aimed at children aged 0-6, is available in more than 90 JoJo Maman Bébé stores nationwide and online from the 1st of May. The range will also be sold in JoJo Maman Bébé’s US stores and online in the US from the 13th of May. The five-piece range is comprised of a t-shirt top, a romper, a leggings and t-shirt set and two sleepsuits.

Signature JoJo stripes and a bold Very Hungry Caterpillar feature on the t-shirt top, while The Very Hungry Caterpillar Romper adds bright, bold lettering and a sweet red apple to the traditional jersey romper with classic Breton stripes. A cosy leggings and t-shirt set, perfect for everyday wear, and two sleepsuits – one with ‘Tiny and Very Hungry’ lettering and one featuring a sweet selection of colourful, delicately embroidered fruit – make up the set.

The collection will be merchandised in stores on a feature display alongside other popular The Very Hungry Caterpillar licensed products: Rainbow Design toys and Penguin books, with product by Paul Lamond Games displayed in the main range.

The new collection will be supported by PR and marketing initiatives, including a social influencer campaign and social media competitions.

Mel Brown, Design Director at JoJo Maman Bébé, says: “As one of the first books many children are introduced to, and a character loved by all ages, The Very Hungry Caterpillar is a perfect inspiration for children’s apparel. We’re delighted to have the chance to bring The Very Hungry Caterpillar to both our clothing ranges and our stores.”

Rob Wijeratna, Joint Managing Director of Rocket Licensing, says: “JoJo Maman Bébé, a leading mother and baby brand and a design innovator, has brilliantly adapted The Very Hungry Caterpillar to a stylish, witty and appealing range of children’s apparel. I’m sure that young kids – and their parents – will find this range irresistible.”


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