Bespoke piece of artwork to feature on two million limited edition packs of tea.

Magic Light expands Gruffalo ‘Yorkshire Tree’ campaign

Magic Light Pictures has revealed a number of new updates to its Gruffalo licensing programme.

As part of its deal with Yorkshire Tea – which sees the Gruffalo as the face of the brand’s Yorkshire Tree campaign – a bespoke piece of Gruffalo artwork will feature on two million limited edition packets of tea, replacing the famous Yorkshire landscape currently on the packaging.

Created by the illustrator of the picture book, Axel Scheffler, the artwork will feature on limited edition packs of 80 and 160 skus. The packs will also include a bespoke rhyming couplet written by the author Julia Donaldson to provide consumers with a brief insight into the campaign.

In addition, Magic Light has also created a free interactive app to support the campaign. The Gruffalo and the Vanishing Wood is an educational mini game designed for three to seven year olds.

The national Yorkshire Tree campaign launched on March 6th to support Yorkshire Tea’s five-year pledge to plant one million trees – 500,000 in the UK and 500,000 in Kenya, one of the places from which it sources its tea.

On top of this, Magic Light has also announced new developments to its Gruffalo Feasting range. Licensee Appy Food and Drinks has developed a new Gruffalo juice range, which will be launching on Ocado in August.

Meanwhile, bakery company Park Cakes has also launched a range of premium chocolate Gruffalo cakes, which will arrive in major UK grocers and supermarkets from July 15th. The range includes a show-stopper 3D Gruffalo head chocolate cake.

"We’re very happy to have partnered with Yorkshire Tea on this fantastic initiative," said Daryl Shute, brand director at Magic Light Pictures. "Their tree planting pledge really brings together some of the Gruffalo’s core values of adventure, education and the importance of experiencing the natural world. The new artwork Axel has created is an exquisite illustration that communicates the message of the campaign perfectly through his distinctive and recognisable style.

"We’re also delighted to be launching the first Gruffalo Feasting items this summer. Appy Food and Drinks and Park Cakes have both created such incredible products. We’re really looking forward to extending our relationships with these new licensees and seeing where we can take The Gruffalo in these new categories."

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