Hungry Caterpillar Takes a Bite Out of Sainsbury's

The Joester Loria Group and Rocket Licensing team up to release a new line of childrenswear from The World of Eric Carle in the U.K.

U.K. retailer Sainsbury’s has launched a new line of babywear inspired by the classic children’s book The Very Hungry Caterpillar.

Rocket Licensing, the brand’s U.K. licensing agent, brokered the deal in partnership with the brand’s global licensing agency The Joester Loria Group.

The new collection, designed for children ages newborn to 12 months, features a raft of Hungry Caterpillar imagery on merchandise including sleepsuits, rompers, towels and more.

The Hungry Caterpillar babywear collection is now available at Sainsbury’s stores throughout the U.K. as well as online at