Hungry Consumers

Every 30 seconds, a copy of A Very Hungry Caterpillar is sold worldwide. In the United States, more than 67 percent of families with children ages 3 to 5 own at least one Eric Carle book, according to a 2006 Funosophy survey, and to date, more than 71 million copies of Carle's numerous children's book titles have been sold. With numbers like those, Carle has drawn the attention of many marketers, including the U.S. Postal Service, which last year issued stamps featuring his images, and several toy manufacturers, all with a goal of helping expand Carle into play.

San Francisco-based University Games' latest board games and puzzles are based on several of Carle's titles, and the company hopes to eventually develop product for each one of the author's children's books. The new matching sequence game Brown Bear Panda Bear, What Do You See? couples two of Carle's iconic books—Brown Bear, Brown Bear, What Do You See? and Panda Bear, Panda Bear, What Do You See?—into an opportunity for kids to create a story as they move along the board, then recite it once they finish. The Very Hungry Caterpillar board game starts each player off with a hollow caterpillar piece; as they move around the board, players "feed" and add on pieces. The first player to reach the end makes a butterfly and wins. Additional book titles like The Grouchy Ladybug, Animals, Animals and The Very Quiet Cricket are reflected in University's game/puzzle line this year, while Carle-inspired games for Mister Seahorse and The Very Lonely Firefly will be out in 2008.

Bob Moog, president of University Games, tells Playthings that the company does not want to just "slap Eric Carle art" on to its games, but to extend the messages of the books through the propety's related toys. He adds that younger-skewing toys from Small World Toys, Culver City, Calif., are a nice complement to University's because younger children can start out with Small World's toys, then move on to University's games when they are older.

New items from Small World Toys, for ages 2 and up, include a pair of Wild Animal Magic Blocks that match up and make the corresponding animal sound when connected; a Touch 'n' Read Block, a plush-illustrated block that plays Carle book verses when pressed; A Very Hungry Caterpillar Book and Magnetic Puzzle Set and Brown Bear puzzle tiles, all new this year. A new plush product line from Dayton, N.J.-based Kids Preferred includes Carle creatures like a Very Hungry Caterpillar (plush, hand puppet and finger puppet versions), a Cuddly Brown Bear (in both large and small baby plush versions), The Grouchy Ladybug (plush and finger puppet versions), a Lion (hand puppet) and a Panda Bear (bean bag plush). Blocks, cardboard puzzles and dominoes are also available from Galison/Mudpuppy, New York.

Retailers are also recognizing Eric Carle's appeal. For nine weeks this summer, specialty stores will feature Carle-themed end-caps, in-store displays and other signage provided by Eric Carle Studios.

"There has never been a merchandising program like this," says Moog. "Retailers are doing it because it's product tied to the book. Eric Carle Studios is doing it because they realize that there are some manufacturers out there who will stay true to the book's look, messages and lessons."