Magic Light announces Wow! Stuff as master toy partner for The Gruffalo

The multi-territory master toy deal includes other brands from the Magic Light portfolio and will see Julia Donaldson and Axel Scheffler’s characters brought to life with collectables, action figures, playsets, animated plush, and more

Written by Georgie Dobie

Posted 29.06.2020 | Toys

Magic Light announces Wow! Stuff as master toy partner for The Gruffalo thumbnail

Wow! Stuff has agreed a master toy licence with Magic Light Pictures for its full catalogue 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 – products will be available in the UK, Ireland, Germany, Australia, US and Canada.

From January 2021, Wow! Stuff 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. Fans can look forward to a comprehensive range comprising collectables, character action figures, playsets, electronic animated plush, and more.  

Kenny McAndrew, Wow! Stuff’s head of product development and licensing, 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.  

“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.” 

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 plush from Aurora and puzzles and games from Ravensburger, Asmodee, Winning Moves and Schmidt Spiele.  

Daryl Shute, brand director at Magic Light, said: “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 licence announced in this category in the past month, which is something else we’re pretty chuffed about!” 

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