Magic Light Pictures, Team GB Launch Campaign and Apparel LineMagic Light Pictures, Team GB Launch Campaign and Apparel Line

Magic Light Pictures has announced a collaboration with Team GB to create a multi-layered Gruffalo and Friends x Team GB summer activation that includes a clothing and accessories line and themed activities for kids, aged between 3- and 8-years-old.

Working with five-time Olympic track cycling champion and mother of two Dame Laura Kenny as the campaign ambassador, the activation focusses on different areas of fitness, wellbeing and friendship based around values including resilience, determination and inclusivity. The campaign will run in-store, online and across media outlets via influencer and marketing activity.

A range of children’s sporting apparel and accessories will be made exclusively available to ASDA customers online from the end of June, and then in-store from July 17 in stores across the U.K. The range of products includes T-shirts, shorts, bucket hats, backpacks, socks, clogs and pajamas, combining the Team GB brand with the illustrated characters based on the books by writer Julia Donaldson and illustrator Axel Scheffler. The partnership coincides with the year of the 25th Anniversary of “The Gruffalo” but also features characters from “Zog and the Flying Doctors,” “Superworm,” “Stick Man,” “The Smeds and The Smoos” and “The Snail and the Whale.”

The campaign will include a downloadable activity pack that parents and caregivers can find on a bespoke microsite alongside a series of short videos illustrating how kids can keep active and celebrate the Olympic values of excellence, friendship and respect.

The activities will be circulated to schools via Scholastic Book Club’s newsletter and also available to download from The Gruffalo and Friends x Team GB website.

“’The Gruffalo and Friends’ have long brought a sense of exploration and fun to kids and families and this new partnership with Team GB allows us to explore these stories and their themes in a new way,” says Alex Sanson, Senior Brand Manager, Magic Light Pictures. “We want to give children the tools to understand their health and wellbeing from a young age and inspire them to be confident team players, try their best, and enjoy healthy habits that will last a lifetime.”

“Part of our mission is to inspire the next generation of athletes and to encourage us all to get active and this collaboration is a great example of how this can be brought to life by some of the most-loved characters for children and their families, ‘The Gruffalo & Friends,’” says Amber Jeffries Keel, senior licensing and retail manager, Team GB. “With various ways for families to get involved we’re sure this activation will be a hit this summer!”

The collaboration has been brokered in partnership with Team GB’s licensing agent, The Point 1888.