Wow! Stuff have inked a master toy licensee deal for Magic Light Pictures’ full catalogue of brands including The Gruffalo, Room on the Broom, Zog and The Snail and the Whale.

Wow! Stuff will launch a line up of toy figures and playsets based on the catalogue of characters in Jan. 2021. Prices for the first to launch Gruffalo line will include collectables, character action figures, playsets and electronic animated plush.

“This is a fabulous way to show what we can do when we have a master license and are free to explore traditional key toy categories and add our innovative take,” says Kenny McAndrew, product development and licensing head, Wow! Stuff. “Partnering with Magic Light we’ll bring Julia Donaldson and Axel Scheffler’s characters to life with the physical figurines the children dearly love. Each character and the playsets are part of a special universe and perfectly complement and pay homage to the books and films. The characters are hugely ‘toyetic’ and our tests showed the reaction from parents and grandparents and their propensity to purchase was at the very highest level – family awareness and parental approval on the brand is sky high.”

The Master Toy deal is multi-territory. Products in the collection will be available in the U.K., Ireland, Germany, Australia, U.S. and Canada.

“A master toy partner is something we’ve long wanted for our Gruffalo family of brands,” says Daryl Shute, brand director, Magic Light. “The toy category has grown massively for us over the past year and Wow! Stuff are joining us at just the right time. They have added the innovation they’re renowned for and brought the characters to life in a way that is full of the charm and wonder that our little fans know and love. This is the third new license announced in this category in the past month, which is something else we’re pretty chuffed about.”

For Wow! Stuff, the deal marks another expansion of the company’s growing effort. Last year the company launched a “Harry Potter”-inspired invisibility cloak in partnership with Warner Bros.