Licensing

Our licensing programme boasts over 90 licensees internationally.

An evergreen classic

We work to create as many touchpoints for young Gruffalo fans as possible. From watching the film at their first cinema experience, to exploring in their Gruffalo wellies, and being immersed in the world on the Gruffalo River Ride Adventure, there's something for every Gruffalo fan to enjoy.

CHESSINGTON WORLD OF ADVENTURES RESORT

Julia Donaldson and Axel Scheffler's beloved tales come to life at Chessington with The Gruffalo River Ride Adventure and Room on the Broom: A Magical Journey. Families can complete their adventure by staying in one of the park's themed hotel bedrooms.

FORESTRY ENGLAND PARTNERSHIP

First launched in 2014 to celebrate the Gruffalo's 15th anniversary, the trails have since expanded all over the country. Every year features a new story helping bring books like Stick Man, Zog and Superworm to life!

Sainsburys

Discover the delightful Julia Donaldson and Axel Scheffler collection at Sainsburys. Browse everything from cozy clothing, sleepwear, bath and body, and snacks. All featuring your favourite characters from The Gruffalo and Friends.

WARWICK CASTLE

Warwick Castle is the ultimate Zog day out. Featuring the interactive Zog Playland, The Quest for the Golden Star Trail and endless immersive fun for young dragons, knights and doctors in training.

The Gruffalo & Friends Clubhouse

The Gruffalo & Friends Clubhouse in Blackpool is an indoor play adventure that brings six Julia Donaldson and Axel Scheffler stories to life. It's packed with soft play areas, slides, ball pits and interactive activities suitable for the whole family.

The Gruffalo Discovery Land at Twycross Zoo

Step into the deep dark wood on an interactive adventure where you'll encounter Fox, Mouse, Owl, and the Gruffalo! Meet the Gruffalo in person, explore hands-on animal discovery zones, and collect stamps on your training cards as you journey along the trail.

JOJO MAMAN BÉBÉ

Since 2023, we have worked with JoJo Maman Bébé on adorable ranges that bring The Gruffalo to life through high-quality and fun designs, perfect for little adventurers.

Pip and Posy Blenheim Palace Adventure play

Join Pip and Posy at Blenheim Palace Adventure Play! Solve the new Treehouse Mystery to find Piggy, hunt for hidden mini friends, and whizz down the Zipline. A world of play and imagination awaits, come on, let's play!

Merchandising

Magic Light runs the merchandising programme for The Gruffalo brand family. The programme started in 2009 and includes a broad range of product from plush to cakes! We also have a number of DTR relationships with key retailers including Sainsbury’s and M&S. The brands have international presence and outside of the UK, the biggest markets are Germany, Italy, Australia & New Zealand, and Scandinavia.

Licensed activity

Huge awareness of our character brands, including The Gruffalo, The Gruffalo’s Child, Room on the Broom, Stick Man, The Highway Rat, Zog, The Smeds and The Smoos, Tabby McTat and many more. Making for excellent licensed opportunities such as costume character appearances and fun, interactive events.

Our brands have won a number of licensing industry awards and The Gruffalo is consistently nominated for the Best Preschool Property Award at the The Licensing Awards.