Magic Light Pictures partners with Amazon UK for first Gruffalo Alexa-voice skill

Magic Light Pictures, the BAFTA winning and Oscar nominated production company, has teamed up with Amazon UK to launch the first Gruffalo Alexa voice experience.

Called Gruffalo Move, the voice experience is an immersive and interactive audio game, available in the UK and the US, which allows users to meet characters from the world of The Gruffalo and explore sound and music inspired from Magic Light’s award winning animated special.

Developed with the digital product specialist agency Hi Mum Said Dad, Gruffalo Move has been created for three to six year-old fans of the book and film, and encourages children to get up and get active.

After answering questions to identify the character, kids are given an activity encouraging them to take part at home and move about like that character. They can try to tiptoe like Fox, “toowhit toowhoo” with Owl and slither with Snake, as they meet a new animal day by day. Once they have guessed all five characters and completed the activities, they will be rewarded with a secret surprise.

The Gruffalo has already enjoyed digital success with the innovative Gruffalo Spotter App, a unique collaboration between Magic Light and Forestry England which brings to life the characters from the book in their natural forest setting. A hit within the kids’ chart on the app store with over 400,00 downloads when launched in 2017, the app received a BAFTA-nomination.

The Gruffalo Move Alexa Skill is another first for Magic Light in a year that has seen a number of activations to celebrate the 20th anniversary of the publication of Julia Donaldson and Axel Scheffler’s enduringly popular illustrated children’s book.

February saw The Gruffalo’s first appearance on a coin when the Royal Mint released a special commemorative 50p piece, and Royal Mail plc released a set of 10 commemorative Special Stamps, including four with specially commissioned new illustrations of the book’s characters from Axel Scheffler, in October.

Other activity across the year has included the Global Gruffalo campaign which set loose 20 cuddly Gruffalos around the world; special anniversary Forestry England picnic parties; bespoke summer celebrations at Chessington World of Adventures resort; open-air cinema mini festivals with Luna Cinema and a pop-up shop in Covent Garden.

To start trying this experience yourself, just say ‘Alexa, open Gruffalo Move’.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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