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The Very Hungry Caterpillar grows with Bluewater and Eden Project

Rocket Licensing builds on experiential brand engagement for popular publishing property.

Rocket Licensing, the UK licensing agent for Eric Carle’s classic children’s book, The Very Hungry Caterpillar, is building on the success of last year’s 50th anniversary celebrations, as further activity was launched this February half term with Bluewater shopping centre.

The character took centre stage during half term with sold out story time activations, which took place throughout the day from February 17-20 at the centre. The activity offered families the chance to attend an immersive 20-minute interactive show, followed by a fun craft activity and costume character appearance, where tots could meet the caterpillar himself.

Bluewater also promoted a number of the licensed product ranges throughout the week. The 3,000 children and parents that attended the story telling sessions were each given a The Very Hungry Caterpillar apple drink from Cawston Press. Meanwhile, a promotion from Bloom and Blossom in Boots stores was highlighted with a product win competition on the Bluewater Facebook page.

Action for Children also gave away 2,500 promotional bookmarks to children visiting Bluewater over the half term break, to promote the Giant Wiggle fundraiser, which is now in its sixth year and is set to have a fundraiser event at Bluewater in May, further extending the experiential partnership.

Children and families were also able to enjoy the themed nature trail in the grounds of Bluewater.

Wiggling from the south-east to the west country, Rocket Licensing has also extended its relationship with Cornwall-based visitor attraction, the Eden Project.

The collaboration began last year with the successful inaugural The Very Hungry Caterpillar weekend which welcomed close to 6,000 visitors over one weekend – three times the target set. The event also gained industry recognition as a finalist in The Licensing Awards for the Best Promotions category, and in the Progressive Preschool Awards for the Marketing Award.

March 14-15 will see the activity return to the popular venue and this year, children will enjoy a focused story trail around the biomes, where each station is an activity linked to a day of the week described in The Very Hungry Caterpillar book.

Families will also enjoy story telling sessions and face painting, as well as The Very Hungry Caterpillar-themed craft activities, while there will be a range of licensed merchandise available in the visitor shop.

“We are thrilled to be extending the activity with Bluewater and The Eden Project,” said Melissa Satterly, brand manager for The Very Hungry Caterpillar at Rocket Licensing. “The Very Hungry Caterpillar is a favourite story across generations, and families love getting hands-on with the brand together and incorporating it into their days out to make them extra special.

“The wonderful character and bold, recognisable designs lend themselves really well to experiential brand activations and help to immerse the audience in the world of the much-loved tale.”

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