Magic Light Pictures is partnering with lifestyle brand Joules to launch an exclusive collection of Gruffalo clothing and accessories for babies and children. The new partnership arranged by Magic Light’s in-house licensing team will see Joules launch the range both in-store and online from mid-September.
The colourful collection offers apparel and accessories for babies and children up to six years. As Joules is part of the Better Cotton Initiative, the range also uses organically grown cotton. Items include jackets, boots, hats, gloves and bags featuring The Gruffalo’s trademark terrible teeth, terrible tusks and purple prickles. There are also T-shirts, tops, leggings, dresses and jackets. These offer vibrant images of The Gruffalo, Mouse, Fox, Owl and Snake. The patterns, meanwhile, take inspiration from the deep, dark wood.
Commenting is Daryl Shute, brand director at Magic Light Pictures. “We are delighted to launch this new licensing collaboration with Joules. As a contemporary country loving brand that shares our values, they are the perfect partners to capture the spirit and charm of The Gruffalo, and this really comes across in this wonderful collection.
“Their unrivalled attention to detail in delivering fun and quality for families has created fabulously stylish and quirky lines that we are sure kids are going to love wearing. We hope that our partnership will continue for many more such covetable collections.”
Joules’ online marketplace, ‘Friends of Joules’, will also support the launch with additional Gruffalo merchandise from partner sellers.
Josie Will, licensing manager at Joules, adds; “We are thrilled to partner with Magic Light Pictures to create this enchanting new Gruffalo-inspired range. He is such a treasured character for families all over the world and we love him too. The story really chimes with our own rural roots and the way we take inspiration from nature.”
Created by Julia Donaldson and Axel Scheffler, The Gruffalo is a modern classic children’s story available in 105 languages. Magic Light’s award-winning animation has been seen in over 185 countries since its launch on BBC One on Christmas Day 2009, attracting 10 million viewers.
