Magic Light Pictures Appoints VLM Licensing and Consulting as Licensing Agent for The Gruffalo in Italy
BAFTA-winning and Oscar-nominated production company Magic Light Pictures has appointed leading consultancy VLM as its new licensing agency for The Gruffalo in Italy.
The deal will see VLM manage existing licensing partnerships and pursue new deals for The Gruffalo in categories including toys, apparel, gifting, homeware, food and digital products. It will also extend its promotional initiatives and brand partnership programmes.
An early priority for VLM will be to develop the Italian plush strategy, alongside newly-appointed toy licensee Simba, as it rolls out its plush programme across Europe. The team will also focus on the launch of an Italian language YouTube channel in the region and explore opportunities to engage with local festivals to increase general brand awareness for the beloved literary character.
Aidan Taylor-Gooby, Licensing Director, Magic Light Pictures, said: “We are very excited to announce this new partnership and embark on this journey with Valentina la Macchia and the excellent team at VLM. Valentina has a great understanding of our brand’s unique essence and heritage and is the perfect partner to grow the next phase of licensing for The Gruffalo in Italy.”
Valentina la Macchia, Founder and CEO of VLM Licensing and Consulting said:
“I am honoured that VLM Licensing & Consulting has been appointed as the licensing agent for The Gruffalo in Italy. Having had the pleasure of working with this beloved character in the past, I am delighted to return to this enchanting story and collaborate once again with the incredible team at Magic Light Pictures. The Gruffalo represents a fantastic opportunity for brands, as children adore his adventures—and parents do too! As both an entrepreneur and a mom, I believe it’s essential to offer consumer products that resonate with positive values like courage, creativity, and kindness, which are at the heart of The Gruffalo’s story.”
The Gruffalo’s current list of licensees in Italy include: Cartotecnica Cambianese (greetings and gifts); Inscenando SrlS (costume characters); Educational srl (Ludattica) (wooden puzzles and games); Maikii (FABA) (audio); Illustrabimbi (babywear, baby accessories); Wonderwood (live trails and mall events). Recent highlights for The Gruffalo in the last category have included a Gruffalo takeover at the Merlatta Bloom shopping centre in Milan and the launch of a Gruffalo Nature Discovery Trail in beautiful Lake Maggiore.
