Rocket Licensing continues to build classic brand ahead of 50th anniversary.
A new The Very Hungry Caterpillar babywear range has launched in Sainsbury’s, as Rocket Licensing continues to build the classic brand ahead of its 50th anniversary.
Paul Dennicci launched the latest collection – for newborns up to 24 months – into stores earlier this month.
The six-piece range includes a sleepsuit, bodysuit, romper, pre-walker booties, long sleeve bib and hooded towel.
It follows on from two babywear skus which launched in Sainsbury’s earlier this year for World Book Week.
The brand’s 2018 presence in Sainsbury’s also includes cards from Woodmansterne and dress-up costumes from Amscan, in addition to the bestselling books from Penguin and toy range from Rainbow Designs.
In 2018 the brand’s reach is set to be greater than ever, with sales increasing, continued brand exposure through cross-category promotions in leading retail channels and heightened activity ahead of the brand’s 50th birthday in 2019.
Rob Wijeratna, joint md of Rocket Licensing, said: “The lovely new babywear range carries on the Paul Dennicci tradition of stylish, innovative design and highly practical babywear and is sure to have enormous appeal to fans of The Very Hungry Caterpillar.
“2018 has got off to a very busy start for the brand and we are excited to announce further plans as the 50th anniversary in 2019 gets ever closer.”
