Smiffys announces new licensed range

Published on: 1st October 2020

The new Smiffys range will see character licensed dress up based on books by Julia Donaldson and Axel Scheffler. 

Smiffys Halloween

The line will see Smiffys feature characters based on books by Julia Donaldson and Axel Scheffler, in a new range of dress up costumes inluding popular characters: The Gruffalo, The Highway Rat, Stick Man, Zog and Room on the Broom.

“We are delighted to be announcing this range; Julia and Axel’s work is renowned across the globe and has delighted children for nearly 30 years with her imaginative stories”, commented Dominque Peckett, director at Smiffys.

The launch of the new licensed collection will begin with the much loved The Gruffalo character costume that is set to be available in time for World Book Day 2021. The toddler costume features a deluxe all-in-one with a novelty hood, perfect for little ones wishing to bring the literary character to life. Other Smiffys’ character costumes based on books by Donaldson and Scheffler will launch later in the year.


Friday Blog

Supply and demand… it’s the Friday Blog!

Toytown set to open largest store yet at Intu Merry Hill

Spin Master reports strong Q1 sales growth

T-Racers from Magic Box in pole position for success

Exclusive: Letter from America – licensing for indies

Tonies announces pop-up at Harrods department store

Exclusive: The kids are alright – KidsKnowBest

Eaglemoss enters Advent Calendars market with licensed range

PlayMonster welcomes Hollie Holmes as global head of Licensing

Could container challenges remain to the end of the year?