Licensing

Our licensing programme boasts over 40 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, including Stick Man, Zog and Superworm!

Joules

Our licensee Joules has a beautiful collection of Gruffalo product that is just right for exploring the deep dark wood, or staying cosy at home. And it’s sustainable too!

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.

TWYCROSS ZOO

The Gruffalo Discovery Land launched at Easter 2022, and is a four acre site that uses the story of The Gruffalo to explore conservation and nature.

https://twycrosszoo.org/the-gruffalo-discovery-land/

KEW GARDENS

Kew Gardens hosted the Gruffalo Adventures in 2020 and 2021 – an outdoor adventure at their London botanic gardens, and also their sister site Wakehurst, who already have plans for a trail for October 2022 and Easter 2023. The partnership won a Licensing Award in 2021.

PLAYPRESS

Our PlayPress pop-out play sets are made from sustainable materials, are fully recyclable and biodegradable and the packaging is even part of the product to minimize waste.

GRUFFALO SPOTTER

Our Augmented Reality Gruffalo Spotter app was nominated for a BAFTA and was accessible at 25 Forestry England trail sites. The app is now available for licensing out and is available internationally.

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 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, 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 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.

Apps

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.}