Licensing
Instantly recognisable, always inspirational
Colourful, attention-grabbing and – most importantly – fun, The Very Hungry Caterpillar,
Horrible Histories, Horrible Science, Beano and The Elf on the Shelf are perennially popular properties with cross-generational appeal. Rocket Licensing rounds up some of the brands’ most successful product partnerships in the toy space
I
ndependent award-winning licensing company Rocket Licensing has long been able to boast a diverse client list, of which many of its kids’ brands – including The World of Eric Carle’s The Very Hungry Caterpillar, Horrible Histories, Horrible Science, Beano and The Elf on the Shelf – are well-established names. “We consider ourselves both very lucky and extremely privileged to represent such a wonderful, resonant and successful range of brands as these,” says Charlie Donaldson, Joint Managing Director of Rocket Licensing. “They are all very different. Some are more than half a century old, others are relatively youthful by contrast, but all have a strong image and a recognisable look and style that means they need very little introduction to licensees, retailers and the consumer. This is something that has undoubtedly boosted their presence across
44 | ToyNews | Spring/Summer 2022
a wide range of categories – with toys and games very much at the forefront.”
The Very Hungry Caterpillar Everyone is familiar with Eric Carle’s simple, charming, beautifully illustrated tale of a caterpillar that becomes a butterfly. The Very Hungry Caterpillar is still a must-have for youngsters after more than 50 years (a copy is sold every 15 seconds), and its appeal to the licensing sector is just as strong; it bagged a Best Classic Licensed Property Award in 2021, to add to the many awards it has won over the years. A huge factor in the book’s success is Carle’s vibrant and instantly recognisable illustrations – an excellent inspiration for style guides, product selection, product design and retail support. Little wonder, then, that The Very Hungry Caterpillar has inspired
multiple product lines across numerous categories, including toys. For the very young, Rainbow Designs
offers an extensive, colourful collection of soft toys and wooden toys, designed to stimulate babies’ senses and encourage development through play using a combination of textures and sounds. Its Activity Caterpillar, for instance, plays “You Are My Sunshine”, rattles, crinkles and squeaks, and has a variety of textures for little hands to explore, while the company’s Hungry Caterpillar Developmental Toy
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60
