Zog at 15, a new Gruffalo book and more: Aidan Gooby-Taylor discusses a busy year at Magic Light Pictures

It’s been another terrific year for Magic Light Pictures… What’s kept you busy, Aidan?
Well, as you know Deej, the heartbeat of Magic Light’s licensing business is the The Gruffalo and Friends; the wonderful collection of character from adaptations of Julia Donaldson and Axel Scheffler’s beloved books. The very first Gruffalo book was published in 1999, so we’ve just celebrated the 25th anniversary. Our licensing programme continues to grow strongly in the UK – it’s a real privilege to manage these brands. Julia and Axel have also announced that they’re going to create a third Gruffalo book for 2026 so there’s lots of planning going on around that.

And that’ll be the first new Gruffalo story in 20 years, will it not?
Exactly! It will be the first since The Gruffalo’s Child in 2004, and we’re thrilled. We’re already in conversation with retailers and licensees about what a big event the book launch is going to be, working closely with our partners at Macmillan children’s books. There’s no doubt this new story will excite families everywhere and give us the chance to create some truly special moments at retail next year.

Meanwhile, the animated series Pip and Posy continues to broadcast on Milkshake and Sky Kids…
Yes, Pip and Posey – based on Axel Scheffler’s books – is going from strength to strength. We’ll be showcasing our brand-new style guide at BLE this year. We’ve also just launched an exciting new partnership at Blenheim Palace with Pip and Posey Play at the Palace… We’re delighted with the response from visitors so far.

Perfect. And tell me, your big announcement for BLE is the new Zog TV series, is it not?
That’s right! Zog is one of Julia and Axle’s most-popular stories. We’re producing a 52-episode series for CBeebies launching in May 2026. There’s been a huge amount of brand and licensing planning going into that, and we can’t wait to bring Zog’s world to life for a new generation.

Oh, I can only imagine! And on Zog, that hit its 15th anniversary on August 3rd… For those that are unfamiliar with Zog, what’s it all about?
The original Zog tells the story of a young dragon at dragon school! He’s determined to be the best student he can be… But instead of capturing princesses and fighting knights, Zog just wants to help others. He befriends Princess Pearl, who dreams of being a doctor, and Sir Gadabout the knight. Together, they become the flying doctors. Our new series picks up where the second story, Zog and the Flying Doctors, left off… It follows the trio as they travel the magical kingdom, helping residents with all sorts of weird and wonderful ailments. At its heart, it’s a series about care, kindness and community.

This is a gripping pitch! And Zog is an enormously popular character, I understand?
Absolutely. Zog is one of the most beloved characters in the Donaldson and Scheffler collection. In fact, it’s the only one – other than the Gruffalo – to have two original books. There’s already a beautiful range of products available, and we even have a permanent Zog attraction with Merlin at Warwick Castle. The upcoming TV series expands Zog’s world even further, and gives audiences the chance to explore it in a whole new way… From a licensing perspective, it’s a dream opportunity.

Lovely! And is it the first adaptation of a Donaldson and Scheffler story for a continuing TV series?
Yes, this is the first time Julia and Axel have agreed to let one of their stories be expanded into a full series. It’s given our production team the chance to explore their magical universe in exciting in new directions, and they’ve done so with great care and respect for the source material. We’re constantly amazed at how warmly audiences respond to Zog, and we can’t wait to share this series with families everywhere next year.

Why do you think that is, Aidan? Why is Zog so enormously popular?
That’s such a good question! Part of it is Zog himself. He’s a fun, bright orange Dragon with a name that kids instantly remember. Children can really relate to his experiences at Dragon school, and – more broadly – to the themes of finding your place, breaking stereotypes and growing into who you’re meant to be.

Then, of course, Julia’s clever rhymes and Axle’s beautiful illustrations create a timeless magic that resonates across generations. Their stories have become woven into family life in the UK – they’re almost part of our shared-cultural DNA.

And in terms of other media for Zog, what else have you done?
Location-based entertainment is a hugely important touchpoint for families to interact with Zog. This year will have trials and top-tier family locations which we’ll announce soon. These complement our partnerships with forestry, England, creating immersive outdoor character trails.

Ah! The trails!
Yes – our live experiences are a wonderful way to bring these characters to life and connect with families. Previous Zog trails featured an augmented reality app that lets children take part in activities and feel like they’re joining Zog at Dragon school. It’s something parents and grandparents enjoy just as much as the kids.

And of course, at Warwick Castle, families can play in Zog Playland, take on the Quest for the Golden Star, and watch the live show… All this against the backdrop of a real mediaeval castle. The family days out are treasured by our audience and deepen the multigenerational affection for our characters. It all shows how deeply the stories resonate.

Great answer, thank you. Looking towards 2026, Aidan, what can you tell us about the Zog TV series?
Series 1 will feature 52 11-minute episodes, and launches on CBeebies in Spring 2026. Each episode explores caring for others and making a positive difference in your community, a message that’s universal and uplifting. We think it’s going to be wonderful, engaging both existing Zog fans and bringing new audiences into the fold. Another exciting aspect is that it strengthens our partnership with the BBC and BBC Studios.

How so?
BBC Studios is distributing the show worldwide, and handling licensing outside of Europe. Crucially, this collaboration allows us to work closely with their marketing team to build a brilliant YouTube channel, social-media following and digital content. This helps bring Zog to families everywhere, across all platforms.

Brilliant. To wrap things up, Aidan, what’s the one question I could’ve asked you today that I didn’t?
We haven’t talked about our next Christmas special! This year, we’re bringing The Scarecrows’ Wedding to the BBC. It’s a heartwarming love story, and a perfect addition to our Gruffalo and Friends collection. We can’t wait to share it with audiences.

Amazing! Good luck with all that, my friend. And I know I’ll personally be tuning in for The Scarecrows’ Wedding this Christmas – along with a good portion of the nation!