Brighton-based Fizz Creations has partnered with licensor, Magic Light Pictures, to bring The Gruffalo to life with an exclusive baby range for select Primark stores. 

Last year, Fizz Creations partnered with Magic Light to deliver a Primark baby collection, extending its product lineup to include lighting, games and activities across broader distribution channels. 

"Fizz has worked across multiple categories to bring an extensive collection of Gruffalo lines to market, and I'm excited to see them on the shelf later this month in Primark," says Alex Sanson, senior brand manager, Magic Light. 

"It has been a fantastic opportunity to work alongside both Magic Light and Primark to launch a baby gifting line," says Scott Bundy-Higgs, senior national account manager, Fizz Creations. “The Gruffalo is such a strong brand, and the vibrant colors really make the collection stand out." 

Magic Light Pictures is exhibiting at Brand Licensing Europe 2022. Find more info here.