Magic Light Pictures and The Licensing Company have agreed an exclusive direct-to-retail agreement with Sainsbury's for toys, gifts and apparel on The Gruffalo, The Gruffalo's Child and Room on the Broom.
The deal means Sainsbury's will be the only supermarket in the UK to design and retail their own ranges of Gruffalo merchandise.
"Our customers tell us they really love reading The Gruffalo books with their children and as such we are delighted to be the only supermarket brand in the UK that has agreed a DTR deal with Magic Light and TLC to be able to design, source and retail The Gruffalo character merchandise product in our stores," said John Carolan, head of buying, childrenswear at Sainsbury's.
Read more on this story at our sister site ToyNews.
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