The biggest so far happened on the famous book’s actual anniversary date, the 20th of March, when schoolchildren up and down the country took part in an official sponsored Very Hungry Caterpillar Giant Wiggle. Organised in partnership with the charity Action for Children, more than 750 schools and nurseries took part. 32,632 children have so far raised £60,000, exceeding expectations. Action for Children and Rocket Licensing, which manages the brand’s licensing campaign through worldwide agent The Joester Loria Group, are already planning another Giant Wiggle in 2015, including a number of activities and promotions centred around Book Week in March 2015.
As well as the Giant Wiggle itself, many of the schools and nurseries incorporated storytelling, treasure hunts, arts and crafts, nature trails, and healthy eating picnics. As part of the event, children were also encouraged to play and develop their imaginations through storytelling and creativity. Mask decorating and dancing sessions proved an especially popular theme. The media campaign, meanwhile, secured 258 hits across international, national, regional and online media with a reach of over 67m. All the money raised through the campaign will support Action for Children’s work across the country to help vulnerable children, young people and families in the heart of communities.
Ruth Sorby, partnership fundraising manager at Action for Children, said: “Action for Children is absolutely delighted to have worked with Rocket Licensing to celebrate The Very Hungry Caterpillar’s birthday with the Giant Wiggle. Not only has the event raised vital funds for Action for Children, it has also raised fantastic awareness of the charity, which supports the UK’s most vulnerable children, young people and their families.”
Charlie Donaldson, joint MD, Rocket Licensing, added: “It’s amazing to think that decades after this simple but stunningly designed work first reached bookshelves, it is still a hit with millions of children all over the world – and especially with the tens of thousands of children and teachers who took part in the Giant Wiggle.”
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