Partnership Now Extends to Development for Plush, Electronic Learning Aids, plus Children’s Feeding and Hydration 

Merchantwise Licensing is continuing its distribution partnership with Jasnor (Australia) on behalf of Magic Light Pictures which will see Australia’s leading distributor of toys and gifts continue as the master toy partner for award-winning brands, The Gruffalo, Room on the Broom, Zog, Stick Man and The Snail and The Whale.  

The recently signed new deal now extends to the development of plush, electronic learnings aids as well as a children’s feeding and hydration range for the Australian and New Zealand markets by Jasnor (Australia) for the much-loved brands based on the world-renowned books of writer, Julia Donaldson, and illustrator, Axel Scheffler.

This new development deal will complement the extensive toy ranges already in the Jasnor (Australia) portfolio for The Gruffalo brand family from existing partners, Aurora and Wow! Stuff.

Testament to the brand family’s continued popularity in Australia is a series of exciting product releases for The Gruffalo and Room on the Broom.

Launching this month at retail will be several new licensed product categories including apparel, dress up costumes as well as toys and plush.

From apparel partner Mitch Dowd will be a range of The Gruffalo and Room on the Broom outerwear and sleepwear pieces which will be available from BIG W.

The Australian retailer will also add a The Gruffalo onesie dress up costume from Smiffys to their in-store and online retail space.

Selected independent gift and bookstores across Australia will soon be selling a number of toys and plush products from Aurora and Wow! Stuff including a toy figurine, two figure pack and an interactive plush.

“We are thrilled to be continuing the decade-long distribution partnership with Jasnor (Australia) on behalf of Magic Light Pictures and to be adding to the relationship with a deal for development of plush, electronic learning aids as well as feeding and hydration for The Gruffalo, Room on the Broom, Zog, Stickman and The Snail and The Whale.  We are really looking forward to bringing this licensed product to retail life with Jasnor (Australia),” said Merchantwise Licensing General Manager, Kerryn McCormack.

“We are really excited to continue our long-standing relationship with Merchantwise Licensing and Magic Light Pictures, working on these brands.  For over a decade we have been working together and there is a lot of excitement around these much-loved brands so we can’t wait to unveil our exciting new line-up in the coming months”, said Jasnor (Australia) Chief Executive Officer, James Thurlow.

“This is a fabulous way to showcase what we can do by adding our own innovative take on traditional key toy categories.  Partnering with Magic Light Pictures and Merchantwise Licensing will bring Julia Donaldson and Axel Scheffler’s characters to life across popular play-patterns and charming formats that excite and delight children and fans alike,” said Jasnor (Australia) Head of Product Development, Trudy Albert.

Together, Julia Donaldson and Axel Scheffler have created some of the world’s most acclaimed and best-selling story books, now regarded as modern classics.  Over the past decade, these stories have been adapted into award-winning CGI films from Magic light Pictures which have been enjoyed by families and kids around the world.

About Merchantwise Licensing
Merchantwise Licensing is a leading gaming, digital and entertainment licensing agency in Australia and New Zealand, representing some of the world’s best loved brands and developing compelling brand extensions and retail programs for consumers of all ages. Visit merchantwise.com.

Merchantwise Licensing is part of the Merchantwise Group, a full-service brand agency headquartered in Melbourne, Australia, with offices in Sydney and Paris.  The Merchantwise Group undertakes creative and digital marketing, promotions, brand licensing and extensions for some of the world’s best loved brands.

About Jasnor (Australia)
Jasnor (Australia) has evolved from a small gift business to an award-winning and industry-leading toy and gift supplier with the exclusive distribution and manufacturing rights to an enviable portfolio of licensed and heritage brands.

About The Gruffalo
First published in 1999 The Gruffalo has been described as a ‘modern classic’ and together with its companion book, The Gruffalo’s Child, they have sold over 25 million copies worldwide and been published in 101 languages.

In 2009 Magic Light Pictures produced a half hour animated special based on The Gruffalo which premiered on BBC One, Christmas Day 2009 to over 10 million viewers and has since won many international awards, including being nominated for an Oscar. The second Gruffalo’s Child film was premiered in 2011 and proved to be just as popular.

Magic Light has also successfully developed a high-quality Gruffalo licensing programme with an extensive range of products (over 80 licensees worldwide) available at retail and online. You can find more information about The Gruffalo and see many of the licensed products at www.gruffaloshop.com

From books to films, merchandising and stage shows, The Gruffalo is a fast-growing classic brand.

About Magic Light
Magic Light Pictures is an award-winning brand-building company with a strong background in production, creating rich and imaginative experiences for families worldwide.

The company, founded in 2003, directly manages production, licensing, global distribution and marketing. The company balances its brand-building work with film making of the highest quality – including Oscar-nominated animated feature Chico & Rita, comedy thriller Wild Target and natural history documentary One Life.

Magic Light’s key brand is The Gruffalo, from the best-selling picture books by author Julia Donaldson and illustrator Axel Scheffler. Magic Light produced the Oscar and BAFTA-nominated half-hour animated films, The Gruffalo and The Gruffalo’s Child, and has sold them to over 180 broadcasters worldwide.  Magic Light also runs a cross-category international merchandising programme for The Gruffalo brand, with over 80 licensees and hundreds of products that capture the charm of the original books. Magic Light also produced Room on the Broom, Stick Man, The Highway Rat, Zog and The Snail and the Whale films – which have proved to be award winning half-hour classics that are as loved as The Gruffalo.

www.magiclightpictures.com

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