‘The Gruffalo’ Takes New International Adventures

As it celebrates 25 years, “The Gruffalo” is expanding its international presence. The popular brand, based on the best-selling picture book by Julia Donaldson and Axel Scheffler, already has licensing agents in Germany, Italy and Benelux and is currently looking to expand its European presence across Central and Eastern Europe.  

The brand is European in origin – a British-German collaboration between Donaldson and Scheffler – and the books have sold well worldwide in over 107 languages. Fittingly, Germany – where it is represented locally by Active Merchandising – is a thriving market for “The Gruffalo.” Its new European toy partner, Simba, will launch plush in Germany this fall, with a rollout to other European territories planned. Across the country, the brand has enjoyed success with live events, cinema screenings and a sponsored run. There are big plans for next year, including a trail at a leading holiday destination.  

Live stage shows tour several European countries, and there are local licensing agents in Italy (Mondo TV) and Benelux (License Connection).  

Further afield, Australia – where “The Gruffalo” is represented by Merchantwise – shows growth in the live events category, including a few trail partners all over the country. Also in Australia, new apparel product is set to come to Peter Alexander stores for Q4.