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The Gruffalo teams with License Connection

Magic Light Pictures partners with the agency to handle the hit brand for Benelux.

Magic Light Pictures has appointed License Connection to handle The Gruffalo in the Benelux region.

The agency will represent the brand – which is celebrating its 20th anniversary and ten years of licensing activity in the UK – across a wide range of licensed categories and for both licensing and retail partnerships.

License Connection will also manage partnerships for the brand’s 20th anniversary in the region.

“The Gruffalo is a European brand and following really strong growth in Germany we are very happy to have appointed License Connection to continue widening the reach for the brand in the Benelux region,” said Daryl Shute, brand director at Magic Light Pictures. “We are excited to bring the brand to new families and look forward to developing this partnership.”

Daphne Kellerman, owner of License Connection, added: “We are really excited with this relationship with Magic Light to include the Benelux.

“We look forward to expand the brand with new products to kids and families throughout the region so kids can experience their own Gruffalo adventure.”

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