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Magic Light Gears up for World Book Day

Magic Light Gears up for World Book Day

BAFTA-winning and Oscar-nominated production company Magic Light Pictures is gearing up for World Book Day 2024 as its leading brands The Gruffalo and Friends and Pip and Posy get ready to bookmark the event with a host of products, promotions and activations.

Celebrating its 25th anniversary this year, The Gruffalo will be embracing the annual festival of all things literary with a high-profile apparel collection in Sainsburys, with World Book Day point of sale on aisle ends across 400 stores.  

High-street maternity and babywear retailer Jojo Maman Bébé has also launched a new Gruffalo and Friends offering, while baby and sleepwear specialists MORI are celebrating with an adorable new Gruffalo babywear collection, and George at ASDA have just launched their beautiful GruffaloSpring Summer range. 

At John Lewis, new apparel range from Brand Threads will be launching, supported by The Gruffalo costume character visits in store, while Carex have announced the launch of a deliciously-scented forest fruits handwash in multiple grocers and pharmacies. Online fan shopping site Vanilla Underground will also be marking the event with the launch of a new apparel collection and a special World Book Day competition.

Meanwhile, as part of Warwick Castle’s sponsorship of World Book Day, children who dress up as book characters on World Book Day can visit the site – including Zog Playland – for free!

Written by Julia Donaldson and illustrated by Axel Scheffler, The Gruffalo books – and their related products – continue to entertain and delight children across the globe.  Updated book sales for The Gruffalo and The Gruffalo’s Child now stand at a whopping 38 million across all formats.

Magic Light Pictures’ highly successful preschool brand Pip and Posy is also gearing up for a busy Spring.  Publisher Nosy Crow’s TV tie-in books are proving hugely popular with 1.5 million copies sold across the full range (including classics) since launch, and further 2 million copies sold in 29 additional territories. Meanwhile, fans can catch up with Pip and Posy’s loveable antics in the Everything Pip and Posy magazine, launched in early February.

An all-singing, all-dancing Pip and Posy and Friends Cinema Show will launch in theatres around the UK from 15th March and the characters will continue to entertain children around the country as they tour with Milkshake! Live throughout 2024.  

There will also be T-shirts from Blues available from Asda and, and pyjamas from TDP at Characterville. Later in the Spring, the brand-new master toy range from Bandai will be available to purchase.

Aidan Taylor-Gooby, Head of Licensing said: “At Magic Light Pictures we are renowned for bringing beloved literary works and characters vividly to life on screen and as a result our brands lend themselves perfectly to helping children celebrate and embrace World Book Day.”

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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