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.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.