Magic Light Readies for Gruffalo’s 15th

Magic Light Pictures has signed a deal with Bajo to craft five new Gruffalo wooden toys as part of the brand’s anniversary celebrations.

The brand is based on the best-selling books The Gruffalo and The Gruffalo’s Child, which this year celebrate their 15th and 10th anniversaries, respectively. In 2009, Magic Light Pictures produced a half-hour animated special based on The Gruffalo and manages merchandising of the brand.

Bajo’s new range will include Gruffalo and Mouse figures, as well as push-along, play theatre, puzzle and alphabet blocks that will be distributed in the U.K. by Green Owl Toys early this year.

2014 will also see a host of celebratory events and partnerships to mark the brand’s anniversaries.

“It is fantastic to begin the landmark 15th anniversary year of The Gruffalo with a partnership with Bajo to take the Gruffalo brand into luxury wooden toys,” says Daryl Shute, brand director, Magic Light Pictures. “We have always seen the wooden toy market as a natural addition to the licensing program, and we have the ideal partners in Bajo, who design and hand-craft with passion and care.”

The Gruffalo licensing program boasts more than 40 licensees and 300 products throughout the U.K. including plush from Aurora World, games and puzzles from University Games/Paul Lamond, greeting cards and wrap from Woodmansterne, dress-up and accessories from VMC, outdoor and gardening from Briers, furniture from Worlds Apart and children’s footwear and apparel from TU at Sainsbury’s, Debenhams and Fabric Flavours.