The Licensing Company has unveiled plans for a high profile merchandising drive around new animation, Room on the Broom.
The firm is working with Magic Light Pictures on the project, the London-based company which also manages The Gruffalo brand.
Licensees on board include Paul Lamond for games and puzzles, Aurora for plush and Fabric Flavours for apparel.
The products will launch across selective UK retailers.
A 30-minute animated film based on the best selling children's book will also be broadcast on BBC1 on Christmas Day.
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