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Licensees Focus

THE GRUFFALO MAKES MONSTER STRIDES IN ITALY

8 Oct - 2020

The Gruffalo makes monster strides in Italy as Magic Light and Mondo TV signs raft of new licensees

Magic Light Pictures announced a raft of new Italian licensees for The Gruffalo as it strengthens its presence in the country. Ciao, Tribe, Multiprint, Pon Pon and Ravensburger are the latest names to join the Gruffalo family of licensees, in deals brokered by Magic Light’s Italian licensing agent Mondo TV, as the much-loved literary monster continues to expand globally.

Leaders in the costume and fancy dress industry, Ciao will be producing a range of Gruffalo themed dress-up items. Tribe (Maikii), where utility goes hand-in-hand with style, will be producing a fun and colourful range of tech accessories. Multiprint are long-established experts in children’s stationery and will be introducing items such as stamp sets, stickers and colouring pens. Pon Pon are designing a selection of colouring and activity sets and a new partner will launch sticker cards and albums. Long standing UK licensee Ravensburger, will be introducing their range of puzzles and games to the market as well.

Daryl Shute, Brand Director at Magic Light Pictures said: “Building on the incredible growth we’ve seen for The Gruffalo in Germany, we are thrilled to announce our new partners in Italy. With this fabulous array of new products in the pipeline fans there will soon have exciting new opportunities to engage with The Gruffalo and his world. We’re delighted to be working with these respected companies, thanks to the tremendous team at Mondo TV.

Valentina La Macchia, Licensing Director, Mondo TV said: “The Gruffalo is a classic, much-loved and timeless brand which is as hugely popular in Italy as elsewhere. We are delighted to be working with Magic Light to develop a dynamic licensing programme that reflects its character and values, as embodied by these esteemed new partners, all leaders in their fields.

The Gruffalo, written by Julia Donaldson and illustrated by Axel Scheffler, is a modern classic of children’s literature, adapted for both stage and screen and has been translated into 100 languages. Last year it celebrated its 20th anniversary with a year-long programme of exciting activities including commemorative coins and stamps, special outdoor events and screenings, and a pop-up shop in Covent Garden.


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