The number of well-illustrated books for children (of all ages) that have inspired consumer products licensing programs is legion.  But last week’s passing of Eric Carle gave us pause to consider a smaller sliver of that universe – those whose authors and illustrators are a single person.

Carle authored more than 70 books, but “The Very Hungry Caterpillar” was far and away the most successful in terms of licensing. The book’s illustrations were turned into everything from children’s footwear (Teva was the licensee), picture frames and journals (Philip Whitney) to fruit juices (Cawston Press), pop-up cafes (Sunday Brunch) and cereal boxes (Whole Foods Market).  The book, which was released in 1969 at a mere 226 words, has been translated into more than 70 languages (including, his official remembrance notes, Mongolian).

“I think it comes down to popularity,” says Ted Mininni, President of Design Force, Inc. which  developed licensing program style guides for Dr. Seuss and the DreamWorks’ Captain Underpants film. “Even though there are certain titles that have a little more licensing power than others, that’s what it comes down to in determining the strength of a consumer product. You may love the book, but would you walk around wearing a t-shirt, back pack or buy stationery bearing the license?”

Among other author/illustrators whose creations have made their mark in licensing:

• Norman Bridwell. A struggling commercial artist, he gained success in 1963 with his first storybook: “Clifford the Big Red Dog” and went on to write a 40-book series, which along with “The Witch Next Door” and “A Tiny Family,” sold 122 million copies. “Clifford” spawned three animated series, merchandise, a live musical (most recently with licensee Mills Entertainment in 2015) and a live-action film that’s due to be released by Paramount Pictures on Nov. 5, 2021.
• Theodor Geisel (Dr. Seuss). Geisel had more than 60 books published and his characters – The Grinch, Cat in the Hat, Lorax – have been grist for a long-running licensing program that has expanded well beyond his death in 1991. Most recently, as part of graduation season, Dr. Seuss Enterprises signed a series of deals for “Oh the Places We’ll Go” for footwear, apparel, giftware and other products (Skechers). A Seuss Experience tour also kicks off in Houston in June.
• Tove Jansson. The Swedish-speaking Finnish author is best known for her Moomin series (nine books, four picture books and a comic strip) written between 1954-1975. The books were translated into 46 languages and licensing of the IP has continued on long after her death in 2001. Most recently, the mobile app Frever, which is used to make 3D animated online videos, created a #MoominABC-inspired digital clothing collection that has been translated into physical apparel – unisex bomber jackets, cellphone cases, yoga leggings and fanny packs – that launched in Skandibrand’s ecommerce store on May 21. And last fall, King Features Syndicate signed an agreement with the children’s activewear brand Reima to develop baby kits for the U.S. market.
• Dav Pilkey. Best known for his Captain Underpants (1987) and Dog Man (2016) series published by Scholastic, Pilkey was long reluctant to license out his characters. But DreamWorks released a Captain Underpants film in 2017 and Netflix followed with a series a year later, accompanied by licensing programs. Design Force developed a style book based on the film and MerryMakers Inc. was hired as a licensing agent for both Captain Underpants and Dog Man.
• Beatrix Potter. She wrote 28 books, but is best known in publishing and licensing circles for “The Tale of Peter Rabbit” that was released in 1902. She was also among the first (if not the first) to extend her literary creation into consumer products.
• Antoine de Saint-Exupery. The author of “Le Petit Prince” (The Little Prince) first released the book in French and English in the U.S. in 1943, and in France following the end of World War II. Recent licensing activities were reinvigorated by the 2018 celebration of its 75th anniversary with a broad licensing program in the U.S. and elsewhere.
• Maurice Sendak. He’s best known for his 1963 book “Where The Wild Things Are” and nine years after his death, licensed products stemming from the title continue to sell through ecommerce retailers and on Kohl’s The title also was turned into animated shorts (1973 and 1988), an opera (1980) and a film (2009).