The company’s distribution partnership for the Magic Light Pictures’ brand has been extended to development for plush, electronic learning aids and children’s feeding and hydration.
Merchantwise Licensing is continuing with its distribution partnership with Jasnor (Australia) on behalf of Magic Light Pictures, which will see the company continue as the master toy partner for The Gruffalo, Room on the Brrom, 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 brands based on the books of writer, Julia Donaldson, and illustrator, Axel Scheffler.
The 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.
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 its 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,” commented Kerryn McCormack, general manager at Merchantwise Licensing. “We are really looking forward to bringing this licensed product to retail life with Jasnor (Australia).”
Trudy Albert, head of product development at Jasnor (Australia), added: “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.”
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