Eric Carle, author of The Very Hungry Caterpillar and more than 40 other iconic children’s books, is expanding his whimsical influence on childhood with new product lines in 2013.

The author’s books have sold more than 125 million copies worldwide. To set The World of Eric Carle products up for similar success, Parham Santana created a new worldwide licensed packaging guide for multiple product categories. It’s based around three brand pillars: simplicity, whimsical naïveté and exuberant bold color.

The product line features a range of items for babies and toddlers, including apparel and accessories, plush toys, bedding, arts and crafts and many others. Each package includes Carle’s iconic caterpillar as the spokesperson. This image usage captures consumer attention, increases brand consistency and makes packaging easier to execute.

Another essential on every package: Messaging and graphics called “Very Playful Learning” that quickly show parents each product’s learning benefits. Parham Santana created this program in collaboration with The Joester Loria Group, the exclusive licensing agency for the brand.