Magic Light spies European growth for The Gruffalo with Mondo TV

Magic Light Pictures is looking to grow the European licensing activity for its hit IP, The Gruffalo, with the appointment of Mondo TV as its licensing agent across Italy, Spain and Portugal.

The firm has spied potential for growth across the region, and the potential looked good.

Written by Julia Donaldson and illustrated by Axel Scheffler, The Gruffalo has become a stand out hit among the pair’s portfolio of popular children’s titles, including the likes of Highway Rat, Room on the Broom, and The Stick Man.

The delightful tale of how a tiny mouse outwits a creature set on eating him, now celebrating 20 years since its first publication, has become somewhat of a retail phenomenon, selling over 24 million copies in 78 languages and inspiring television and film adaptations, stage shows and publications.

The Gruffalo also boasts over 70 licensees globally as well as many direct to retail relationships and a strong retail presence in department stores, supermarkets, book stores and independents. Managed by Magic Light over the past 10 years, The Gruffalo has become an evergreen property, winning five licensing awards and over 30 nominations.

Managing licensing for this incredibly popular brand in three key European markets will offer a number of opportunities for Mondo TV, notably in areas such as toys, apparel, gifting, homeware, food and digital products.

Promotional initiatives and brand partnerships have been successful for The Gruffalo in other markets, and will now be pursued by Mondo TV.

This is the latest Mondo TV third party representation: the company already represents the plush sensation Feisty Pets in the Italian market. Both Feisty Pets and The Gruffalo were part of a strong portfolio on display at BLE last week, where visitors also heard about licensing for Mondo co-productions such as MeteoHeroes, House Of Talent: the Web Series, Robot Trains and Yoohoo.

Daryl Shute, brand director at Magic Light, said: “The Gruffalo has grown significantly in European markets over the past few years, particularly led by Germany. We are really happy to be working with Mondo TV to continue widening the reach of licensing and merchandising across Italy, Spain and Portugal.

“It’s exciting to bring the brand to new families and we look forward to developing this partnership with Mondo TV.”

Valentina La Macchia, Mondo TV, licensing director, added: “The portfolio of Julia Donaldson and Axel Scheffler creations is one of the strongest on the market and The Gruffalo in particular is a modern classic and a must in the library of every child.

“We’re delighted to be representing this wonderful property and we are thrilled to be working with Magic Light Pictures in the construction of a successful licensing programme.”

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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