The World of Eric Carle will bring families together to celebrate the 50th anniversary of The Very Hungry Caterpillar. Retail partners such as Buy Buy Baby and Debenhams (UK) are on board for special storytime events and character appearances to kick off the yearlong celebration.

For the birthday program, Buy Buy Baby stores in the U.S. and Canada will host a craft and storytime event on March 23. Families will receive a free growth chart and can take part in a special prize raffle. Costumed characters will appear in select stores. Debenhams launched a “power walkway” in all 45 of its stores featuring a selection of toys, books, games, and ceramics from partners including Rainbow Designs, Penguin Publishing, Portmeirion, Paul Lamond, and Galt.

The Very Hungry Caterpillar

Additionally, the Very Hungry Caterpillar costumed character will go on tour in the U.S. It will appear at locations (TBA) in 15 cities across America, presented by Penguin Publishing. Further activations will be announced throughout the year, with fans and retailers encouraged to share on social using #VHC50.

The Joester Loria Group is the exclusive worldwide licensing agency representing The World of Eric Carle. In the UK, the program is managed by independent licensing company Rocket Licensing.