Magic Light Pictures is continuing to grow The Gruffalo licensing programme with a raft of new partnerships spanning health and beauty, toys, apparel and location-based experiences.
In health and beauty, Aveeno Baby & Kids has launched a new The Gruffalo collection featuring bubble bath and body wash, moisturising lotion, and calming baby bath and wash. The range is available through major retailers nationwide, bringing the much-loved character into families’ everyday routines.
Mookie Toys launched its new range of The Gruffalo lifestyle and wooden toys in August. Designed to encourage learning, imaginative play and storytelling, the collection includes a blackboard, drawing slate, learning clock and wooden character figures, together with scenic backgrounds inspired by the Deep Dark Wood.
The brands are continuing to grow, and their presence across apparel expands as Aykroyds & Sons grows its toddler daywear, outerwear, and nightwear, while Blues Group scales its babywear and dress up across retail. Marking a new milestone, Next will debut seasonal family knitwear.
Beyond retail, Raffles London at The OWO has introduced a children’s Gruffalo afternoon tea in The Drawing Room, alongside a themed family stay. The premium hospitality partnership marks the latest expansion of Magic Light Pictures’ location-based offering and gives families a new way to engage with the character.
Magic Light Pictures will be exhibiting on stand B156 at Brand Licensing Europe, from 6-8 October at London’s Excel.
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