Merchantwise Secures Magic Light Pictures and Designer Bums Deal

Deal includes reusable diapers, wet bags, bedding and sleep categories.
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License Global

May 16, 2023

Merchantwise, The Gruffalo logos
Merchantwise, The Gruffalo logosMerchantwise


has secured the first reusable diaper deal for licensor,

Magic Light Pictures

, with

The Gruffalo

and Other Stories and the hand-illustrated, designer modern cloth diapers and environmentally friendly accessories brand, Designer Bums.

The deal, which also includes wet bags, bedding and sleep items, sees the prints from brands based on books by Julia Donaldson and Axel Scheffler appear across the whole collection.

The reusable diapers and swim diapers, each with a print, are designed to last the distance with growing families, while saving money and the environment.

“The Gruffalo” reusable daipers, Merchantwise

“The Gruffalo” reusable diapers, Merchantwise

Also available in the collection are a selection of wet bags in a variety of sizes and accessories featuring prints from “The Gruffalo,” “The Gruffalo’s Child,” “Room on the Broom,” “The Snail and the Whale” and “Zog and Stick Man.”In addition to the wet bags, branded accessories including training pants, bib, smock, change mat and play mat are also available.

The range also

includes bedding and sleep pieces, including a swaddle, change pad cover, cot sheet, single fitted sheet, pillowcase and blanket. The collection is available in prints from “The Gruffalo,” “The Gruffalo’s Child,” “Room on the Broom,” “The Snail and the Whale” and “Zog and Stick Man.”

“We are beyond thrilled to have secured this world-first partnership with Designer Bums for Magic Light Pictures’ ‘The Gruffalo’ and Other Stories,’” says Kerryn McCormack, managing director, Merchantwise. “Not only does this partnership extend to reusable nappies, but it is an impressive and extensive range including wet bags, bedding and sleep products that all feature the beautiful artwork from ‘The Gruffalo,’ ‘The Gruffalo’s Child,’ ‘Room on the Broom,’ ‘The Snail and the Whale’ and ‘Zog and Stick Man.’”

The collection is now available exclusively from

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