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

Chessington World of Adventures Resort is home to The Gruffalo River Ride Adventure, and Room on the Broom: A Magical Journey. The site also hosts a number of themed hotel bedrooms for the ultimate Gruffalo holiday.

FORESTRY ENGLAND PARTNERSHIP

The Gruffalo trails first launched in 2014 to celebrate the Gruffalo’s 15th Anniversary. Since then the partnership has taken on a different brand each year to bring interactive trails all over the country, including Stick Man, Zog and Superworm!

M&S

Beautiful collections at M&S including nightwear, accessories and essentials featuring a variety of our Julia Donaldson and Axel Scheffler characters.

WARWICK CASTLE

Warwick Castle is the Realm of Zog – home to Zog Playland, The Quest for the Golden Star trail and lots more immersive fun for Zog fans and dragons in training.

The Gruffalo & Friends Clubhouse

The Gruffalo & Friends Clubhouse is an indoor play adventure in Blackpool which brings together six of the best loved Julia Donaldson and Axel Scheffler stories. Packed with soft play areas, slides, and ball pits, along with lots of interactive activities for families of all ages.

KEW GARDENS

In 2020 and 2021, we hosted Gruffalo Adventures at Kew Gardens, and also at their sister site Wakehurst. The partnership won a Licensing Award in 2021. Since then, we launched a successful Room on the Broom for Halloween 2022 & 2024 and an Easter Superworm trail in 2023.

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 BANDAI TOY RANGE

Come on, let's play with the Pip and Posy toy range. Including talking plush, plush friends, clip-on plush and plastic figures, there's a toy for everyone in the collection. Made from high-quality materials, little ones will love having adventures and playing with Pip and Posy!

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.