The Gruffalo Heads to Sainsbury’s

Magic Light Pictures has signed a direct-to-retail deal with Sainsbury’s for The Gruffalo brand, in a partnership brokered by The Licensing Company.

The agreement, which makes Sainsbury’s the only supermarket brand in the U.K. with exclusive Gruffalo merchandise, includes apparel, toys and gifting items for The Gruffalo, The Gruffalo’s Child and Room on the Broom.

“This deal with Sainsbury’s is a very exciting opportunity for our family brands. Developing high quality, imaginative products has always been at the heart of the program and this partnership will see fantastic new clothing and general merchandise ranges with a leading U.K. retailer,” says Daryl Shute, brand director, Magic Light Pictures. “The Gruffalo/Sainsbury's collaboration is a perfect pairing, and with this magnificent DTR deal we're guaranteeing something new and exclusive for customers over the coming years.”

The partnership will launch with baby and toddler apparel on Nov. 17 in 275 stores and online. Toys and gifting will follow in January 2014 and will kick-off The Gruffalo’s 15th anniversary and The Gruffalo’s Child’s 10th anniversary.

“Our customers tell us they really love reading The Gruffalo books with their children and as such we are delighted to be the only supermarket brand in the U.K. that has agreed a DTR deal with Magic Light and TLC to be able to design, source and retail The Gruffalo character merchandise product in our stores,” says John Carolan, head of buying, childrenswear, Sainsbury’s. “The customer demographics and values are extremely well aligned between The Gruffalo and Sainsbury’s brands.”