JoJo Maman Bébé collaborates with The Very Hungry Caterpillar

New apparel line brings brand to more than 90 stores across the UK and Ireland, as well as US.

JoJo Maman Bébé has secured a major direct to retail deal for The Very Hungry Caterpillar.

The first-ever JoJo Maman Bébé The Very Hungry Caterpillar apparel range, aimed at children aged 0-6, is available in more than 90 JoJo Maman Bébé stores nationwide and online from May 1.

The range will also be sold in JoJo Maman Bébé’s US stores and online in the US from May 13. The five-piece range is comprised of a t-shirt top, a romper, a leggings and t-shirt set and two sleepsuits.

The deal was secured by Rocket Licensing.

The collection will be merchandised in stores on a feature display alongside other popular The Very Hungry Caterpillar licensed products: Rainbow Design toys and Penguin books, with product by Paul Lamond Games displayed in the main range. It will also be supported with PR and marketing initiatives, including a social influencer campaign and social media competitions.

“As one of the first books many children are introduced to, and a character loved by all ages, The Very Hungry Caterpillar is a perfect inspiration for children’s apparel,” said Mel Brown, design director at JoJo Maman Bébé. “We’re delighted to have the chance to bring The Very Hungry Caterpillar to both our clothing ranges and our stores.”

Rob Wijeratna, joint md at Rocket Licensing, added: “JoJo Maman Bébé, a leading mother and baby brand and a design innovator, has brilliantly adapted The Very Hungry Caterpillar to a stylish, witty and appealing range of children’s apparel. I’m sure that young kids – and their parents – will find this range irresistible.”

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