Major partnership between children’s classic and leading gardening charity.
Rocket Licensing has confirmed a major collaboration between The Very Hungry Caterpillar and the RHS.
Inspired by the children’s classic’s 50th anniversary, The Very Hungry Caterpillar-related events will be running through the charity’s four Gardens and four of its Flower Shows throughout summer 2019.
The four RHS Gardens annually attract over two million visitors a year, more than 400,000 of them over the summer. The RHS Flower Shows at Cardiff, Chatsworth, Hampton Court Palace and Tatton Park together attract over 260,000 visitors.
At the Flower Shows, a trail will guide families around each show, starting with a giant walk-through sculpture of The Very Hungry Caterpillar created in willow.
Other activities are set to include storytelling sessions, have-a-go gardening projects and creative workshops. The RHS Schools competitions at each of the Shows will also take on a Very Hungry Caterpillar theme.
The four RHS Gardens – Wisley (Surrey), Harlow Carr (North Yorkshire), Hyde Hall (Essex) and Rosemoor (Devon) – will all take part in the Giant Wiggle during May, to launch The Very Hungry Caterpillar’s 50th birthday celebrations.
Throughout the summer holidays, themed activities at the Gardens are expected to include discovery maps and trails, themed picnics, craft activities, face painting, butterfly counts, and costume character appearances. In addition, butterfly-friendly planting areas will demonstrate links between elements of The Very Hungry Caterpillar story and real garden wildlife.
At all the Shows and Gardens, table-top displays and hanging banners will point to a wide range of The Very Hungry Caterpillar merchandise for sale in the visitor shops.
The collaboration – which will be the biggest ever brand collaboration for the RHS and one of the highlights of The Very Hungry Caterpillar’s 50th anniversary year – will be supported by an extensive print and online marketing campaign.
“This partnership with the world’s leading gardening charity is a marvellous opportunity for both brands to extend their audience in a positive and appealing way,” said Charlie Donaldson, joint md of Rocket Licensing. “It’s also a chance for kids and families to have loads of summer fun in beautiful surroundings with a children’s character loved and admired worldwide for 50 years.”
