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Merchantwise Licensing is continuing its distribution partnership with Jasnor (Australia) on behalf of Magic Light Pictures which will see Australia’s leading distributor of toys and gifts continue as the master toy partner for award-winning brands, The Gruffalo, Room on the Broom, Zog, Stick Man and The Snail and The Whale.

The recently signed new deal now extends to the development of plush, electronic learnings aids as well as a children’s feeding and hydration range for the Australian and New Zealand markets by Jasnor (Australia) for the much-loved brands based on the world-renowned books of writer, Julia Donaldson, and illustrator, Axel Scheffler. 

This new development deal will complement the extensive toy ranges already in the Jasnor (Australia) portfolio for The Gruffalo brand family from existing partners, Aurora and Wow! Stuff.

Testament to the brand family’s continued popularity in Australia is a series of exciting product releases for The Gruffalo and Room on the Broom.

Launching this month at retail will be several new licensed product categories including apparel, dress up costumes as well as toys and plush.

From apparel partner Mitch Dowd will be a range of The Gruffalo and Room on the Broom outerwear and sleepwear pieces which will be available from BIG W.

The Australian retailer will also add a The Gruffalo onesie dress up costume from Smiffys to their in-store and online retail space. 

Selected independent gift and bookstores across Australia will soon be selling a number of toys and plush products from Aurora and Wow! Stuff including a toy figurine, two figure pack and an interactive plush.

“We are thrilled to be continuing the decade-long distribution partnership with Jasnor (Australia) on behalf of Magic Light Pictures and to be adding to the relationship with a deal for development of plush, electronic learning aids as well as feeding and hydration for The Gruffalo, Room on the Broom, Zog, Stickman and The Snail and The Whale.  We are really looking forward to bringing this licensed product to retail life with Jasnor (Australia),” said Merchantwise Licensing General Manager, Kerryn McCormack.

“We are really excited to continue our long-standing relationship with Merchantwise Licensing and Magic Light Pictures, working on these brands.  For over a decade we have been working together and there is a lot of excitement around these much-loved brands so we can’t wait to unveil our exciting new line-up in the coming months”, said Jasnor (Australia) Chief Executive Officer, James Thurlow.

“This is a fabulous way to showcase what we can do by adding our own innovative take on traditional key toy categories.  Partnering with Magic Light Pictures and Merchantwise Licensing will bring Julia Donaldson and Axel Scheffler’s characters to life across popular play-patterns and charming formats that excite and delight children and fans alike,” said Jasnor (Australia) Head of Product Development, Trudy Albert.

Together, Julia Donaldson and Axel Scheffler have created some of the world’s most acclaimed and best-selling story books, now regarded as modern classics.  Over the past decade, these stories have been adapted into award-winning CGI films from Magic light Pictures which have been enjoyed by families and kids around the world.

About The Author

Rebecca Ash

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

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