The company has been appointed as a new partner for the children’s book, and will develop outdoor and creative play lines.
Magic Light Pictures has named PMS International as a new partner to the licensing programme for the children’s book, The Gruffalo.
Brokered by The Licensing Company, the deal will see the launch of outdoor and creative play lines for SS/17 under the Gosh! Designs brand.
“We are really excited to be adding to the Gruffalo collection with playful, outdoor activities and creative toys,” said Daryl Shute brand director of Magic Light Pictures.
“PMS is the perfect partner for us to be extending our lines out to this market with a range of new products totally aligned with our brand values of exploration, independent learning and creativity.”
Ruth Leonard, head of brand and licensing at PMS International, added: “Adventure and play are at the heart of The Gruffalo brand and we look forward to showcasing our new collection including play items, travel accessories and explorer kits, which reflect such positive values over the coming week.”