Magic Light Pictures details fresh softline deals for The Gruffalo and Friends

Magic Light Pictures has secured new softline deals for The Gruffalo and Friends.

Morrisons is set to launch a new clothing range in AW25. This win in the grocer category lands alongside Sainsbury’s renewing their DTR licence for a further three years and new ranges also launching in Tesco and ASDA this year.

Elsewhere, several existing licensees have added additional categories to their deals. Character World Brands has taken up new home and bedding rights in the baby and toddler category, following the success of their “My First” for The Gruffalo in Boots earlier this year.

Aykroyds & Sons/TDP Textiles have added toddler daywear and outerwear to their nightwear rights, while Blues Group, who already hold babywear rights, have acquired dress up rights for the brand. Misirli have also picked up new socks and hosiery rights.

“We’re excited to announce these enhanced licensing deals for The Gruffalo and Friends, along with our growing presence in grocery retail,” said Jade Ferguson, UK Licensing Manager at Magic Light Pictures.

“These developments underscore both the enduring popularity of the brand and the continued strength of our licensing programme, as it continues to grow across new categories and everyday moments.”