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Australia First to Launch The Gruffalo Spotter 2 App; Smiffys Deal Announced

Australia First to Launch The Gruffalo Spotter 2 App; Smiffys Deal Announced

Australia’s Illawarra Fly, Wildlife Sydney Zoo and Rippon Lea Estate along with new trail partner, The Ginger Factory will be the first in the world to activate The Gruffalo Spotter 2 app on-site when it launches at the locations across the country in September 2020.   

Through a deal brokered by Magic Light Pictures’ Australian licensing agent, Merchantwise Licensing, The Ginger Factory in Queensland joins Illawarra Fly and Wildlife Sydney Zoo in New South Wales and Rippon Lea Estate in Victoria as exclusive The Gruffalo Trail partners.

The Gruffalo Spotter 2 app follows the runaway success of the original, ground-breaking Gruffalo Spotter app launched with Forestry England in 2017, when it was the first development of its kind.  A No. 1 app on the kids’ charts, it was nominated for a BAFTA award.

Using the very latest Augmented Reality technology, the free app brings to life the characters from the much-loved Gruffalo.  This second app was produced by Magic Light Pictures, in partnership with Forestry England, developed and animated by Nexus Studios.

Families can learn about the characters from the best-selling picture book, written by Julia Donaldson and illustrated by Axel Scheffler, and interact with the 3D characters from the film on the self-led trails, which are also packed with fantastic facts about forest animals, and fun activities.  Through cutting-edge face and body recognition technology, the characters now look at the children directly, encouraging them to play along.  Parents can save images on their devices and share them using the #GruffaloSpotters hashtag.

Mixing animated characters with the real-world environment, the app encourages children to get exploring, firing their imaginations and enabling them to have an all-new forest experience.

The Gruffalo Spotter 2 app is available for free with no in-app purchases from the App Store and Google Play and requires downloading before visiting.

In another deal executed by Merchantwise Licensing, a Smiffys range of The Gruffalo dress-up costumes will launch next month ahead of October’s Book Week in Australia.  The ‘onesie’ costume available for sizes 3-5 years, will launch across a number of Australian retail destinations including Spotlight and Costumebox.

“We are thrilled to be announcing the partnership with The Ginger Factory as an exclusive Australian The Gruffalo Trail location in time for the global first launch of The Gruffalo Spotter 2 here in Australia.  The trail continues to be as popular as when it first launched at Illawarra Fly, Wildlife Sydney Zoo and Rippon Lea Estate last year, so we anticipate it to be a must-do experience for those in and visiting The Ginger Factory on Queensland’s Sunshine Coast.  For the first time, The Gruffalo dress-up costumes will be available here in Australia and we are pleased to be launching this range with Smiffys ahead of Book Week in October across a number of our key retail partners,” said Merchantwise Licensing’s General Manager – Licensing, Kerryn McCormack.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at becky@totallicensing.com

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