Licensing News

Wow! Stuff Announces Master Toy License with Magic Light for The Gruffalo

Wow! Stuff-Gruffalo
Wow! Stuff have agreed a license with Magic Light Pictures for their full catalog of award-winning, highly prized brands including The Gruffalo, Room on the Broom, Zog and The Snail and the Whale – all creations based on books by the celebrated author and illustrator duo, Julia Donaldson and Axel Scheffler. The Master Toy deal is multi territory and products will be available in the UK, Ireland, Germany, Australia, US and Canada.
Wow! Stuff are known for creating award winning toy innovations in tier 1 brands and from January 2021 they will launch a full line up of toy figures and playsets based on the much loved characters – all with Wow! Stuff’s overlay of innovation. Prices for the Gruffalo will range from £/€/$7.99 through to £/€/$39.99 and include collectables, 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 license and are free to explore traditional key toy categories and add our innovative take. Partnering with Magic Light we’ll bring Julia Donaldson and Axel Scheffler’s characters to life with the physical figurines the children dearly love. Each character and the playsets are part of a special universe and perfectly 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 sky high.”
Daryl Shute, Brand Director at Magic Light added, “A Master Toy partner is something we’ve long wanted for our Gruffalo family of brands. The toy category has grown massively for us over the past year and Wow! Stuff are joining us at just the right time. They have added the innovation they’re renowned for and brought the characters to life in a way that is full of the charm and wonder that our little fans know and love. This is the third new license announced in this category in the past month, which is something else we’re pretty chuffed about! ”
The imaginative play range will complement Magic Light’s existing range of fantastic toy and games partners that have been carefully collated for the Gruffalo over the last 10 years. Long term Gruffalo partners include high quality plush from Aurora; and puzzles and games from Ravensburger, Asmodee, Winning Moves and Schmidt Spiele.