Magic Light Pictures has announced a series of promotions across its brand and licensing departments. Aidan Taylor-Gooby has been promoted to head of licensing, leading Magic Light Pictures’ licensing business. In his new role, Taylor-Gooby Aidan will oversee commercial activity across licensed consumer products, brand partnerships and live experiences globally. As well as focusing on the continued growth of Magic Light’s evergreen Julia Donaldson and Axel Scheffler titles including “The Gruffalo,” he will also lead the rollout of the preschool show, “Pip and Posy,” currently broadcasting daily on Milkshake! and Sky Kids. Taylor-Gooby joined Magic Light in 2017 from Modest Management, where, as brand and licensing manager, he developed award-winning licensing campaigns for global music acts, One Direction, Little Mix, 5 Seconds of Summer and Olly Murs. Taylor-Gooby began his licensing career at Banijay Kids creating consumer products partnerships for preschool properties, Waybuloo, Mister Maker, Little Princess and Tickety Toc. 

Alex Sanson has been promoted to senior brand manager. Since 2013, Sanson has worked across product development, licensing and marketing for “The Gruffalo” family of brands. She is responsible for maintaining the values that have been carefully managed and curated over the years. Sanson has worked with major partners such as Eden Project, Yorkshire Tea, Kew Gardens and The Royal Mint. She will continue to develop Gruffalo’s successful partnerships with Merlin Entertainments, Forestry England, Arla Big Milk and Twycross Zoo. After the enormous success of “Superworm” last Christmas, the fourth most-watched show on Christmas Day, Sanson will build on her work with BBC One for the launch of the animated specials. 

Bridie Gibbs takes on additional responsibilities as product development manager, responsible for all product development and approvals across Magic Light's portfolio. Gibbs joined Magic Light in 2018 from Santoro, where she worked as product development executive across high-end gift and lifestyle products, including fine art brands such as Gorjuss. 

Leaving the Magic Light team is brand director, Daryl Shute. After 16 years with the company, Shute decided the time was right to explore new opportunities. As brand director, Shute oversaw the growth of the Gruffalo brand both in the U.K. and internationally, developing and delivering a licensing and brand engagement strategy for sustained long-term growth and successfully building the in-house licensing team.  

“Daryl played an immense role in the growth of Magic Light over 16 hugely successful years and we will be forever grateful for his tremendous contribution,” say Martin Pope and Michael Rose, joint managing directors, Magic Light, in a joint statement. “We absolutely respect his desire to explore new opportunities, but he will be greatly missed. We’re delighted that the team and strategy Daryl has built are all in place for continued growth in the years ahead, and look forward to Aidan, Alex and Bridie stepping up and enjoying the challenge of their new roles.”