Aardman launches new The Gruffalo website

New online hub provides kids with 'everything The Gruffalo' while also celebrating author Julia Donaldson and illustrator Axel Scheffer.
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As popular children's property The Gruffalo prepares for its 15th anniversary next year, Aardman Studios has launched a new website for the brand.

Aardman, working alongside digital agency Distinction, was commissioned to produce the site by the titles' publishers, Macmillan Children's Books.

The new site aims to offer fans of the book - created by Julia Donaldson and illustrated by Axel Scheffer - on online hub for all things The Gruffalo.

At the same time, the site celebrates the author and illustrator through its interactive activity, the Deep Dark Wood. Once entered, the activity emulates a native app featuring various activities such as Make a Monster, Plant a Nut, Grow a Tree, Gruffiti, Footprint Match and Gruffalo Jigsaw.

James Luscombe, head of web development, Pan Macmillan, said: "It was very import an for us to work with the right partner for this project.

"The Gruffalo, Julia Donaldson and Axel Scheffer are all simultaneously one brand and three distinct brands, and we needed to represent this clearly for the best user experience.

"Aardman's knowledge of working with heritage brands both online and online made them the perfect partner to create this new and exciting experience for the extensive and important fan base."

Aardman producer, George Rowe, added: "It was really exciting for us to be able to work with such a well loved character and Axel's beautiful illustrations.

"We really tried to give the interactive area the feeling of one of the books, letting kids find the animals and acorns hidden in this rich digital environment."

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