Merchantwise Licensing is continuing its distribution partnership with Jasnor (Australia) on behalf of Magic Light Pictures to help the distributor of toys and gifts promote its brands, including “The Gruffalo,” “Room on the Broom,” “Zog,” “Stick Man” and “The Snail and The Whale.”

“We are really excited to continue our long-standing relationship with Merchantwise Licensing and Magic Light Pictures, working on these brands,” says James Thurlow, chief executive officer, Jasnor (Australia). “For over a decade we have been working together and there is a lot of excitement around these much-loved brands, so we can’t wait to unveil our exciting new line-up in the coming months.”

The recently signed deal extends to the development of plush and electronic learnings aids as well as a children’s feeding and hydration range for the Australian and New Zealand markets for brands based on the books of writer Julia Donaldson and illustrator Axel Scheffler.

“This is a fabulous way to showcase what we can do by adding our own innovative take on traditional key toy categories,” says Trudy Albert, product development head, Jasnor (Australia). “Partnering with Magic Light Pictures and Merchantwise Licensing will bring Julia Donaldson and Axel Scheffler’s characters to life across popular play-patterns and charming formats that excite and delight children and fans alike.”

The new development deal will complement the extensive toy ranges already in the Jasnor (Australia) portfolio for “The Gruffalo” brand family from existing partners, Aurora and Wow! Stuff.

Launching this month at retail will be several new licensed product categories including apparel, dress-up costumes, toys and plush.

Apparel partner Mitch Dowd will produce a range of “The Gruffalo” and “Room on the Broom” outerwear and sleepwear pieces that will be available from BIG W.

The Australian retailer will also add a “The Gruffalo” onesie dress-up costume from Smiffys to their in-store and online retail space.

Selected independent gift and bookstores across Australia will soon sell several toys and plush products from Aurora and Wow! Stuff including a toy figurine, two-figure pack and an interactive plush.

“We are thrilled to be continuing the decade-long distribution partnership with Jasnor (Australia) on behalf of Magic Light Pictures and to be adding to the relationship with a deal for development of plush, electronic learning aids as well as feeding and hydration for ‘The Gruffalo,’ ‘Room on the Broom,’ ‘Zog,’ ‘Stickman’ and ‘The Snail and The Whale,’” says Kerryn McCormack, licensing general manager, Merchantwise Licensing. “We are really looking forward to bringing this licensed product to retail life with Jasnor (Australia).”