LICENSING NEWS

Wow! Stuff announces master toy licence for The Gruffalo

Published on: 29th June 2020

Deal also covers other brands from the Magic Light portfolio.

Wow! Stuff has signed a licence with Magic Light Pictures for its full catalogue of brands including The Gruffalo, Room on the Broom, Zog, and The Snail and the Whale – all creations based on books by the author and illustrator duo, Julia Donaldson and Axel Scheffler. The master toy deal is multi territory – products will be available in the UK, Ireland, Germany, Australia, USA and Canada.

From January 2021, Wow! Stuff will launch a full line up of toys and playsets, all with Wow! Stuff’s overlay of innovation, including collectibles, character action figures, playsets, electronic animated plush and more.

Wow! Stuff’s head of product development & licensing, Kenny McAndrew, said, “This is a fabulous way to show what we can do when we have a master licence and are free to explore traditional key toy categories and add our innovative take. We’ll bring Julia Donaldson and Axel Scheffler’s characters to life with the physical figurines children love. Each character and the playsets are part of a special universe, which complement and pay homage to the books and films. The characters are hugely ‘toyetic’ and our tests showed the reaction from parents and grandparents, and their propensity to purchase, was at the very highest level; family awareness and parental approval on the brand is high.”

Wow! Stuff will join long term Gruffalo partners including Ravensburger, Asmodee, Winning Moves and Schmidt Spiele.

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