The Very Hungry Caterpillar wiggles into Bluewater

Classic book provides theme for outdoor nature trail to kick off two-year partnership.

As the brand continues to celebrate its 50th anniversary, a raft of promotional activity is set to kick off between The Very Hungry Caterpillar and the Bluewater shopping destination.

The two-year partnership begins with the theming of Bluewater’s Green Flag award winning nature trail.

Children follow The Very Hungry Caterpillar trail map, along with branded signs, maps and floor stickers, to make their way around the paths. On route they will meet a wooden sculpture of the main character, and learn facts about the flora and fauna surrounding the centre.

Upon completion of the accompanying quiz, children will receive an activity book based on the classic tale – which has sold over 51 million copies worldwide – from one of the brand’s 32-strong licensing partners, Alligator Books, along with a cardboard Very Hungry Caterpillar hat.

Further activity will include in-mall costume character appearances, a half term story time event, and a photo opportunity at key seasonal times. A Giant Wiggle fundraiser – an event which has so far raised £301,000 for Action for Children – is also planned for spring 2020.

Retailers stocking The Very Hungry Caterpillar products within Bluewater, including Waterstone’s, John Lewis, Mothercare and WHSmith, will also be encouraged to get involved with promotional activations across key dates including VHC Day and World Book Day as part of the collaboration.

“The collaboration with Bluewater’s nature trail is perfect for The Very Hungry Caterpillar as the setting has great synergy with the brand’s values of exploration and nature, and it will help to encourage another new generation to love and share the evergreen story,” said Melissa Satterly, brand manager at Rocket Licensing, which manages the UK licensing programme for the property. “The wider activity with Bluewater will help to support our loyal retailers and licensees in what is a very exciting year for the brand.”

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