Wow! Stuff announces master toy licence 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 | Products

Wow! Stuff announces master toy licence 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!” 

The BTHA writes to the Prime Minister thumbnail

The BTHA writes to the Prime Minister

The BTHA have sent a letter to the Prime Minister asking him to include toy shops as essential retailers

Mums Choice Awards results announced thumbnail

Mums Choice Awards results announced

UKMums.TV is delighted to announce the winners of the Mums Choice Awards 2020

Peterkin appointed as UK distributor for Headu thumbnail

Peterkin appointed as UK distributor for Headu

Headu have announced that they have appointed Peterkin UK a division of Toy Brokers, as their UK Distributor, effective from ...

Press Releases

Radio silence broken on Novel Entertainment’s new Horrid Henry podcast thumbnail

Radio silence broken on Novel Entertainment’s new Horrid Henry podcast

The first podcast based on the award-winning Horrid Henry TV series will launch this week under new ‘Horrid Henry Unlocked’ ...

APC Kids signs trio of deals for CTC Media’s Kid-E-Cats thumbnail

APC Kids signs trio of deals for CTC Media’s Kid-E-Cats

New deals sees hit property’s footprint expand in Asia, Latin America and North America

Live the track with the Lego Technic Ducati Panigale V4 R thumbnail

Live the track with the Lego Technic Ducati Panigale V4 R

The Lego Group has revealed its latest Lego Technic model – the Ducati Panigale V4 R

Have a field day with Britains’ New Holland Tractor! thumbnail

Have a field day with Britains’ New Holland Tractor!

Tomy has revealed the latest launch from Britains – a New Holland T8.435 Tractor