Smiffys Announce New License With Popular Julia Donalsdon Characters

Smiffys Announce New License With Popular Julia Donalsdon Characters

Smiffys are delighted to announce a collaboration with Magic Light Pictures for their characters based on books by Julia Donaldson and Axel Scheffler, for a range of dress up costumes. The deal includes popular characters: The Gruffalo, The Highway Rat, Stick Man, Zog and Room on the Broom.

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

Aidan Taylor-Gooby, licensing manager at Magic Light Pictures says: “Dress up is a crucial part of our licensing programme and always a fantastic product for us at key events like World Book Day, Halloween and Christmas. We’re really pleased to have found such a great partner in Smiffys who can deliver the great quality product that our consumers expect.”

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

About Magic Light Pictures

Magic Light Pictures is an award winning brand-building company with a strong background in production, creating rich and imaginative experiences for families worldwide.

The company, founded in 2003, directly manages production, licensing, global distribution and marketing. The company balances its brand-building work with film making of the highest quality – including Oscar-nominated animated feature Chico & Rita, comedy thriller Wild Target and natural history documentary One Life.

Magic Light’s key brand is The Gruffalo, from the best-selling picture books by author Julia Donaldson and illustrator Axel Scheffler. Magic Light produced the Oscar and BAFTA-nominated half-hour animated films, The Gruffalo and The Gruffalo’s Child, and has sold them to over 180 broadcasters worldwide. Magic Light also runs a cross-category international merchandising programme for The Gruffalo brand, with over 40 licensees and 350 products that capture the charm of the original books. Magic Light also produced Room on the Broom, Stick Man, The Highway Rat, The Snail and the Whale and Zog films – which have proved to be award winning half-hour classics that are as loved as The Gruffalo.

In 2016 Magic Light produced two half-hours based on Roald Dahl’s Revolting Rhymes. They were watched by 9.3million viewers and have won numerous awards including a BAFTA for Best Animation.

Follow on Twitter @MagicLightPics

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