The Gruffalo Celebrates 20th Anniversary with AR Trail

In celebration of the 20th anniversary of children’s classic The Gruffalo, a new augmented reality app experience will soon come to life in Australia at the National Trust Currumbin Wildlife Sanctuary.

License Global

April 2, 2019

The Gruffalo Celebrates 20th Anniversary with AR Trail

Through a partnership with Magic Light Pictures that was brokered by Australia’s Merchantwise Licensing, “The Gruffalo Spotters Trail” app will use augmented reality technology in a natural environment, allowing families to download the complimentary app to follow cues while on the interactive trail.

Users will be able to take photos next to characters that will be automatically added to their galleries and share easily on social media using the hashtag #GruffaloSpotter.

“We are very excited to see The Gruffalo Trail come to life here in Australia for the first time at the National Trust Currumbin Wildlife Sanctuary,” says Alan Schauder, managing director, Merchantwise. “The Gruffalo is deeply loved in Australia, and we are certain Aussie families are going to enjoy this fun and unique experience.”

“We have been working with both Merchantwise Licensing and Magic Light Pictures to create our brand-new outdoor experience; one that will give kids the chance to see much-loved characters come to

life in a new way,” says Michael Kelly, general manager, Currumbin Wildlife Sanctuary. “This initiative sees us combining state-of-the art technology with nature, keeping the kids active and entertained at the same time.”

“Given the huge popularity of this app in the U.K., with Forestry Commission England, we are so pleased to present the experience to new audiences,” says Daryl Shute, brand director, Magic Light Pictures. “Australia is such an important market for The Gruffalo, and we have been building interest there over the last year, and this partnership with Currumbin Wildlife Sanctuary will help to give our Australian fans a new way to engage with the brand.”

The Gruffalo Trail and The Gruffalo Spotters app launch at National Trust Currumbin Wildlife Sanctuary on April 5.