Magic Light Pictures has made a number of new additions to the Gruffalo food licensing program.

As part of its previous licensing with Yorkshire Tea, which has made the Gruffalo the face of the brand’s Yorkshire Tree campaign, a bespoke piece of Gruffalo artwork will be featured on 2 million limited edition packs of tea, replacing the familiar Yorkshire landscape currently on the packaging.

Created by Axel Scheffler, illustrator of The Gruffalo picture book, the artwork arrived at retailers across the U.K. on April 27. The packs also include a bespoke rhyming couplet written by Julia Donaldson, author of The Gruffalo, to provide consumers with a brief insight in to the Yorkshire Tree campaign.

The national campaign launched on March 6 to support Yorkshire Tea’s five-year pledge to plant 1 million trees in the U.K. and Kenya (one of the places from which it sources its tea).

Magic Light has also created a free interactive app to support the campaign, called "The Gruffalo and the Vanishing Wood." The educational game, designed for children ages 3 to 7, is available now on the Apple App Store, Google Play and Amazon, and allows users to plant trees with Gruffalo and Mouse before they all vanish from their woodland home.

Magic Light has also announced new additions to its Gruffalo Feasting range. Licensee Appy Food and Drinks has developed a new Gruffalo juice range, which will launch on the online supermarket Ocado in August; and bakery company Park Cakes has also launched a range of chocolate Gruffalo cakes that will arrive in major U.K. grocers and supermarkets beginning July 15.

“We’re very happy to have partnered with Yorkshire Tea on this fantastic initiative," says Daryl Shute, brand director, Magic Light Pictures. "Their tree-planting pledge really brings together some of the Gruffalo’s core values of adventure, education and the importance of experiencing the natural world. We’re also delighted to be launching the first Gruffalo Feasting items this summer. Appy Food and Drinks and Park Cakes have both created such incredible products. We’re really looking forward to extending our relationships with these new licensees and seeing where we can take The Gruffalo in these new categories.”