Our licensing programme boasts over 40 licensees internationally.

Brand Partnerships

As an extension of the brand experience, we love to provide variety of ways for our fans to interact with The Gruffalo and other stories.

Chessington World of Adventures

The Gruffalo River Ride Adventure launched in March 2017 and is part of a 10 year partnership with Merlin. The partnership also boasts 6 Gruffalo themed hotel bedrooms, a food outlet and an entertainment space - The Gruffalo Arena.

Forestry Commission partnership

Our partnership with Forestry Commission England started in 2014 and has taken various forms including The Gruffalo, The Gruffalo's Child, Stick Man and is currently featuring The Highway Rat. These interactive trails are designed to encourage young families to explore the forest together, learn about nature, and appreciate their local rural environment.

Visit the Forestry Trail website

Yorkshire Tree

As part of a pledge to plant a million trees, Yorkshire Tea featured exclusive Gruffalo artwork, created by Axel Scheffler, on their packaging which went to retailers nationwide and have sold over 6.5 million packs.

Visit the Yorkshire Tea website

City Farms and Gardens

Our partnership with FCFCG launched at 4 sites across the UK in 2017, one in each region, and we have plans to increase the number of trails further this year. The goal of the partnership is to introduce our nature trail activities into a more urban environment and give children from inner-city areas a chance to explore nature through engagement with the Stick Man brand.


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 ice lollies! 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, 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 and The Highway Rat, Zog and The Snail and the Whale make 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.


The Gruffalo Spotter app, developed by Nexus Studios, was nominated for a BAFTA in 2017 following its huge success. The Gruffalo augmented reality trails at Forestry Commission sites were completed by over 2.5 million fans. Magic Light has also produced a number of games apps available for iOS and Android.}

Get in touch

4th Floor
41-42 Foley Street,

+44 (0)20 7631 1800