Magic Light Pictures today announced that it is partnering with premium lifestyle brand Joules to launch an exclusive collection of Gruffalo clothing and accessories for babies and toddlers. This new partnership, arranged by Magic Light’s in-house licensing team, will see Joules launch the range in store and online from mid-September.

The collection features beautifully designed, colourful apparel and accessories for babies and children up to six years. Joules are part of the Better Cotton Initiative and the range uses organically grown cotton. Items include jackets, boots, hats, gloves and bags adorned with The Gruffalo’s trademark terrible teeth, terrible tusks and purple prickles, along with t-shirts, tops, leggings, dresses and jackets featuring vibrant images of The Gruffalo, Mouse, Fox, Owl and Snake, and patterns inspired by the deep, dark wood.

Daryl Shute, Brand Director Magic Light Pictures, said: “We are delighted to launch this new licensing collaboration with Joules. As a contemporary country loving brand who share our values they are the perfect partners to capture the spirit and charm of The Gruffalo and this really comes across in this wonderful collection. Their unrivaled attention to detail in delivering fun and quality for families has created fabulously stylish and quirky lines that we are sure kids are going to love wearing. We hope that our partnership will continue for many more such covetable collections.”

Josie Will, Licensing Manager at Joules, said: “We are thrilled to partner with Magic Light Pictures to create this enchanting new Gruffalo-inspired range. He is such a treasured character for families all over the world and we love him too – the story really chimes with our own rural roots and the way we take inspiration from nature.”

The launch will be supported by Joules’ online market place ‘Friends of Joules’, where you can discover a carefully curated selection of additional Gruffalo merchandise from the brand’s partner sellers.

Created by Julia Donaldson and Axel Scheffler, The Gruffalo is a modern classic children’s story that has been published in 105 languages. Magic Light’s award-winning animation has been seen in more than 185 countries since its launch on BBC One on Christmas Day 2009, which attracted 10 million viewers.