Magic Light Pictures has appointed Wow Stuff as its master toy partner for The Gruffalo.
The multi-territory deal will see products launch in the UK, Ireland, Germany, Australia, US and Canada. It also covers other key brands from Magic Light’s portfolio including Room on the Broom, Zog and The Snail and the Whale.
From January 2021, Wow Stuff will launch a full line-up of toy figures, play-sets, collectables, electronic animated plush and more based on the much-loved characters from The Gruffalo, all with the layer of innovation which has become the company’s hallmark.
“A master toy partner is something we’ve long wanted for our Gruffalo family of brands,” said Daryl Shute, brand director at Magic Light Pictures. “The toy category has grown massively for us over the past year and Wow! Stuff are joining us at just the right time.
“They have added the innovation they’re renowned for and brought the characters to life in a way that is full of the charm and wonder that our little fans know and love. This is the third new licence announced in this category in the past month, which is something else we’re pretty chuffed about.”
Kenny McAndrew, head of product development and licensing at Wow Stuff, added: “This is a fabulous way to show what we can do when we have a master licence and are free to explore traditional key toy categories and add our innovative take.
“Partnering with Magic Light, we’ll bring Julia Donaldson and Axel Scheffler’s characters to life with the physical figurines the children dearly love. Each character and the play-sets are part of a special universe and perfectly complement and pay homage to the books and films. The characters are hugely ‘toyetic’ and our tests showed the reaction from parents and grandparents and their propensity to purchase was at the very highest level – family awareness and parental approval on the brand is sky high.”
The Wow Stuff range will complement Magic Light’s existing range of toy and games partners including Aurora, Ravensburger, Asmodee, Winning Moves and Schmidt Spiele.