Tag Archives: Joules

Magic Light Pictures partners with lifestyle brand Joules for exclusive The Gruffalo collection

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Magic Light Pictures is partnering with the premium lifestyle brand, Joules, for the launch of an exclusive collection of Gruffalo clothing and accessories for babies and toddlers. The new collection will launch in Joules stores and online mid-September.

The range features colourful apparel and accessories for babies and children up to six years old. Part of the Better Cotton Initiative, Joules’ range uses organically grown cotton for its items, spanning jackets, boots, hats, gloves, and bags adorned with the Gruffalo’s terrible teeth, tusks, and purple prickles.

The collection will also feature t-shirts, tops, leggings, dresses and jackets featuring vibrant images of The Gruffalo, Mouse, Fox, Owl and Snake, and patterns inspired by the deep, dark wood.

Daryl Shute, brand director at Magic Light Pictures, said: “We are delighted to launch this new licensing collaboration with Joules. As a contemporary country loving brand who share our values they are the perfect partners to capture the spirit and charm of The Gruffalo and this really comes across in this wonderful collection.

The team’s unrivalled attention to detail in delivering fun and quality for families has created fabulously stylish and quirky lines that we are sure kids are going to love wearing. We hope that our partnership will continue for many more such covetable collections.”

Josie Will, licensing manager at Joules, said: “We are thrilled to partner with Magic Light Pictures to create this enchanting new Gruffalo-inspired range. He is such a treasured character for families all over the world and we love him too – the story really chimes with our own rural roots and the way we take inspiration from nature.”

The launch will be supported by Joules’ online market place ‘Friends of Joules’, where you can discover a carefully curated selection of additional Gruffalo merchandise from the brand’s partner sellers.

Created by Julia Donaldson and Axel Scheffler, The Gruffalo is a modern classic children’s story that has been published in 105 languages. Magic Light’s award-winning animation has been seen in more than 185 countries since its launch on BBC One on Christmas Day 2009, which attracted 10 million viewers.

British lifestyle brand Joules to open stores across all of the UK and Ireland’s Center Parcs

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The British lifestyle brand, Joules, has struck up a partnership with the short break specialist, Center Parcs to open a slate of six stores at all of the Parcs’ villages across the UK and Ireland this spring.

The roll-out will commence with the opening of a Joules store at Center Parcs Woburn Forest in Bedfordshire on April 12th, the expected date for the nation’s non-essential retail reopening.

The partnership aligns closely with Joules’ lifestyle brand positioning and provides more opportunity for both new and existing customers to engage with the Joules brand and its distinctive products.

The agreement has been founded upon the two companies’ shared values of enjoying the outdoors whatever the weather, as well as the importance of time well spent with friends and family. Both brands play important roles in supporting their customers’ outdoor lifestyles and share a respect for forests and woodlands.

The Joules Center Parcs stores will offer menswear, womenswear and childrenswear collections to provide guests with all they could need for the perfect staycation, from gilets and jumpers to Joules’ outdoors-inspired Right as Rain collection.

Guests will also be able to benefit from Joules’ click-and-collect service which enables them to shop online and conveniently collect during their break. The stores will include experiential areas to host activities for the whole family (when government guidelines allow), including a tree den installation at Woburn Forest with tables for arts, crafts and workshops for all the family.

Nick Jones, CEO at Joules, said: “We’re thrilled to be bringing the Joules brand to Center Parcs from this Spring. The partnership between two outdoor loving, family-focused lifestyle brands has significant potential and supports Joules long-term strategy to develop its brand presence in line with its customers’ evolving lifestyles and increase its customer base.”

Martin Dalby, CEO Center Parcs, added: “We are delighted to have formed a retail partnership with Joules and I know the shops will be popular once open across our villages. Joules celebrates families spending time outdoors just like we do, so the similarity in our brands and the level of quality we both deliver mean they are a perfect fit.”