Magic Light Pictures has announced that it is partnering with lifestyle brand Joules to launch an exclusive collection of “Gruffalo” clothing and accessories for babies and toddlers.  

This new partnership, arranged by Magic Light’s in-house licensing team, will see Joules launch the range in store and online from mid-September. 

“We are thrilled to partner with Magic Light Pictures to create this enchanting new ‘Gruffalo’-inspired range,” says Josie Will, licensing manager, Joules. “He is such a treasured character for families all over the world and we love him too – the story really chimes with our own rural roots and the way we take inspiration from nature.” 

The launch will be supported by Joules’ online marketplace, Friends of Joules, where a curated selection of additional “Gruffalo” merchandise from the brand’s partner sellers will be available. 

The collection features apparel and accessories for babies and children up to six years. Items include jackets, boots, hats, gloves and bags adorned with “The Gruffalo’s” trademark teeth, tusks and purple prickles, along with t-shirts, tops, leggings, dresses and jackets featuring images of The Gruffalo, Mouse, Fox, Owl and Snake, and patterns inspired by the deep, dark wood. 

 “We are delighted to launch this new licensing collaboration with Joules,” says Daryl Shute, brand director, Magic Light Pictures. “As a contemporary country loving brand who share our values they are the perfect partners to capture the spirit and charm of ‘The Gruffalo’ and this really comes across in this wonderful collection. Their unrivalled attention to detail in delivering fun and quality for families has created fabulously stylish and quirky lines that we are sure kids are going to love wearing. We hope that our partnership will continue for many more such covetable collections.”