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JoJo Maman Bébé grows The Very Hungry Caterpillar partnership

Nursery retailer expands range of clothing based on classic character following success of inaugural line.

Nursery retailer JoJo Maman Bébé has once again partnered with the World of Eric Carle to extend its successful Very Hungry Caterpillar range of children’s clothing.

Launched yesterday (July 27), the second phase of the JoJo Maman Bébé and The Very Hungry Caterpillar partnership builds on a successful initial range in 2019.

The new, extended collection features eight designs, available in an increased range of sizes, now up to age four and including toddler sizes.

The designs carry the signature JoJo Maman Bébé stripes, coupled with cute phrases from the world’s favourite caterpillar, such as ‘hungry, hungry, hungry’ and ‘tiny and very hungry’, and appliqué, embroidery and prints. Iconic images from the Eric Carle book are used to create individual and instantly recognisable pieces including rompers, baby grows, jogger and t-shirt sets and dresses.

Also new to the range are two additional Very Hungry Caterpillar gift box designs.

The collection will be supported by a heavyweight social media campaign, as well as a central in-store display unit, and will be accompanied by other Very Hungry Caterpillar products including toys and books.

“The initial range from JoJo Maman Bébé last year was so well received, that it was only right to extend the deal for a new season, and we’re thrilled to be expanding the offering with this best-in-class partner,” said Melissa Satterly, brand manager for The Very Hungry Caterpillar at Rocket Licensing (which manages the UK licensing programme for the brand).

“The momentum with consumers created during The Very Hungry Caterpillar’s 50th anniversary in 2019, is continuing apace and we will soon be announcing more partnerships for the beloved Eric Carle property.”

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