Fabric Flavours is set to launch two children’s t-shirts and Specsavers will introduce a Stick Man reading frame.

Magic Light Pictures to bolster Stick Man merchandise programme this year

Magic Light Pictures has launched a merchandising programme based on the picture book Stick Man, written by Julia Donaldson and illustrated by Axel Scheffler.

Last Christmas, Magic Light’s animated adaption premiered on BBC One and was the fourth most watched programme on Christmas Day with 9.27 million viewers and 41 per cent audience share. The film will be available on DVD from February 1st.

In the build up, the company partnered with a number of licensees to create a new range of Stick Man inspired products.

Aurora created a series of Stick Man plush toys; Ravensburger launched a giant Stick Man floor puzzle and 4-in-1 jigsaw and longstanding partner Sainsbury’s introduced a Stick Man pyjama across stores nationwide.

This year Fabric Flavours is set to launch two children’s t-shirt’s and Specsavers will introduce a Stick Man reading frame alongside its successful Gruffalo offering.

Magic Light also launched 24 Stick Man trails across England late last year in partnership with the Forestry Commission England following the longstanding success of The Gruffalo Trails, which won Best Marketing & Communications Campaign at the 2015 Licensing Awards.

The company also developed the first Stick Man app in partnership with Scary Beasties. Designed for 3-7 year olds, Stick Man: Helping Santa regularly topped the kids chart on the App store over the Christmas period and follows Magic Light’s previous BAFTA-nominated apps, Gruffalo: Games and Room on the Broom: Games.

Following the huge success of the film, and on-going publishing programme from Scholastic, Magic Light is looking to grow the merchandising programme with new and existing licensees, and will roll out more lines and marketing initiatives in the coming months. They will also be attending upcoming trade shows Toy Fair and Spring Fair.

"Stick Man captured the hearts of millions over Christmas and we have no doubt that it will fast become a family favourite as have The Gruffalo, The Gruffalo’s Child and Room on the Broom," said Daryl Shute, brand director, Magic Light Pictures.

"We are excited to launch the initial licensing programme and the enthusiasm from our licensees and retailers has been great so far. As a character, Stick Man has really started to connect with fans and I’m looking forward to welcoming new partners and exploring other opportunities in the coming months."

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz 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 Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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