Magic Light Pictures appoints MI PR Global to handle licensing PR
MI PR Global will focus on raising awareness of Magic Light’s portfolio of properties which include classic, literary brand The Gruffalo.
This year saw the launch of the world’s first Gruffalo Theme Park attraction at Chessington World of Adventures Resort. The Gruffalo River Ride Adventure opened in March 2017 and has welcomed thousands of riders in the first few months. Last week at the Licensing.biz People Awards Magic Light and Merlin Entertainments celebrated winning the Brand Extension and Beyond award for the attraction.
Continuing Magic Light’s partnership with Forestry Commission England, The Gruffalo Spotter app was launched in February half term and families are now able to interact with their favourite characters in the deep dark wood at 26 Forestry Commission England sites. So far the app has had 250,000 downloads, reached #1 in the App Store chart and has been shared widely on social media using #GruffaloSpotters.
Further success this year has come from licensee Brand of Brothers, who have sold over 400,000 of the newly launched Gruffalo Iced Tusks into Morrisons. New lines of creative and outdoor play, which will come from PMS International and Aurora World, will diversify their category by launching nursery plush and plush toys as the first Gruffalo Baby collection this July.
Ahead of the premiere of Magic Light’s new animated special this Christmas, The Highway Rat licensed product will extend the brand offering even further. This latest animation adds to Magic Light’s portfolio of children’s animations including The Gruffalo, The Gruffalo’s Child, Room on the Broom and Stick Man – all based on the much-loved picture books written by Julia Donaldson and illustrated by Axel Scheffler.
Daryl Shute, brand director at Magic Light Pictures commented: “2017 has started fantastically with the launch of the ride at Chessington and our other initiatives. It has always been our objective to build the brand whilst staying true to the much-loved story. The Gruffalo is a cherished character and we have been following a deliberate strategy of brand extensions which harness the appeal of the books, whilst building it into a classic property.”
Ruth Leonard, marketing director at MI PR Global adds, “The captivating stories from Julia Donaldson, complemented by the instantly recognisable illustrations of Axel Scheffler make it such a pleasure to work across the Magic Light product portfolio. In addition to a best in class consumer products programme, The Gruffalo brand is pioneering in the digital space. There has never been a more exciting time to get involved with the brand.”