Magic Light Pictures Announces Deals for The Gruffalo and Friends

BAFTA-winning and Oscar-nominated production company Magic Light Pictures continues to grow The Gruffalo and Friends licensing programme with the announcement of multiple new softline deals.

Following the success of Tiddler on BBC One last Christmas, which gained an audience of more than 7.3 million across BBC One and BBC iPlayer, The Gruffalo and Friends brand family – based on Julia Donaldson and Axel Scheffler’s best-selling picture books – continue to be a big favourite with the grocers, with retail giant Morrisons set to launch a new clothing range in AW25. 

This enhances the brand’s retail presence across the grocer category with Sainsbury’s renewing their DTR licence for a further three years and new clothing ranges launching in Tesco and ASDA this year.

Meanwhile, several of Magic Light’s existing licensees have extended their commitment to the brand by adding additional categories. Character World Brands has taken up new home and bedding rights in the baby and toddler category, following the success of their retail launch “My First” for The Gruffalo in Boots earlier this year. Aykroyds & Sons /TDP Textileshave added toddler daywear and outerwear to their nightwear rights.  Blues Group, who already hold babywear rights, have acquired dress up rights for the brand for their new dress up division. Misirli have also picked up new socks and hosiery rights.

Jade Ferguson, UK Licensing Manager, Magic Light Pictures, said: “We’re excited to announce these enhanced licensing deals for The Gruffalo and Friends, along with our growing presence in grocery retail. These developments underscore both the enduring popularity of the brand and the continued strength of our licensing programme, as it continues to grow across new categories and everyday moments.”