The Gruffalo pops up in Covent Garden

Limited-edition merchandise, performances and art workshops available at pop-up store to celebrate 20 years of the beloved kids character

Written by Rhys Thomas

Posted 29.05.2019 | Retail

The Gruffalo pops up in Covent Garden thumbnail

Magic Light Pictures is running a pop-up shop dedicated to all things Gruffalo during half-term week in London’s Covent Garden.

The pop-up shop is part of the 20th anniversary of the beloved kids’ literature character and runs between 25 May and 1 June.

Spread over two magical floors, the specially designed store gives Gruffalo fans a unique immersive experience. In addition to a dedicated retail space there are arts and crafts, storytelling sessions, free film screenings and special appearances from the Gruffalo throughout the day.

 “Celebrating 20 years of The Gruffalo is really important to us and we have been trying to create as many ways for families to interact with the brand as possible,” says Daryl Shute, Brand Director, Magic Light Pictures. “It’s been wonderful to see children exploring the shop, watching films, listening to stories, and meeting the Gruffalo.”

On Tuesday MC Grammar – otherwise known as teacher Jacob Mitchell – appeared at the shop to give a performance of his rap version of The Gruffalo, which became a viral internet sensation when he posted a video of him performing it to his daughter and led to a string of TV and radio appearances.

MC Grammar performs for fans

“Performing at the Gruffalo pop up shop is a real honour,” says MC Grammar. “Julia and Axel have put together a masterpiece which has entertained kids for generations, my kids love it, I love it and I read it all the time, so to perform here and share my interpretation of the book is fantastic.”

Magic Light Pictures partnered with C&IB to create the unique retail space, which is being supported with PR and marketing. It features feature some of the enchanting range of Gruffalo books, games and toys, alongside exclusive limited edition 20th anniversary products. A special cinema space will offer free screenings of Magic Light’s Oscar-nominated, BAFTA-winning family animations based on Julia Donaldson and Axel Scheffler’s books, including The Gruffalo and Room on the Broom.

Based at 9-11 Short’s Gardens, London WC2H 9AT, the Gruffalo pop-up shop is open from 10am-5pm daily from 25 May-1 June.

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