The Gruffalo AR experience heads Down Under in new nature trail campaign

The Gruffalo is taking a trip Down Under as Magic Light Pictures’ The Gruffalo Spotters Trail AR app prepares to come to life in Australia for the first time.

In a deal brokered by Magic Light’s Australian licensing agency, Merchantwise Licensing, the Gruffalo AR experience will be landing at the National Trust Currumbin Wildlife Sanctuary in time for the April school holidays. The event will celebrate 20 years of The Gruffalo.

Its first deal of this kind in Australia, The Gruffalo Trail uses AR technology in a natural environment and is included with entry for families to download the Gruffalo Spotters app to follow clues through an interactive trail.

They can then take photos next to the characters, which are automatically added to your gallery; making it easy to share via social media using the hashtag #GruffaloSpotter. For those wanting to step away from technology, there are ‘heaps of fun interactive experiences along the trail to enjoy,’ without the app too.

“We are very excited to see The Gruffalo Trail come to life here in Australia for the first time at the National Trust Currumbin Wildlife Sanctuary. The Gruffalo is deeply loved in Australia and we are certain Aussie families are going to really enjoy this fun and unique experience,” said Merchantwise managing director, Alan Schauder.

Currumbin Wildlife Sanctuary general manager, Michael Kelly said this iconic character’s presence at the Sanctuary will bring joy to thousands of kids.

“We have been working with both Merchantwise Licensing and Magic Light Pictures to create our brand-new outdoor experience; one that will give kids the chance to see much-loved characters come to life in a new way. This initiative sees us combining state-of-the art technology with nature, keeping the kids active and entertained at the same time.

“The self-led trail will be packed with fun facts about the characters from the book. Once you have spotted the characters, the app will bring them to life in 3D animation.”

Daryl Shute, brand director at Magic Light Pictures, added: “Given the huge popularity of this app in the UK, with Forestry Commission England, we are so pleased to present the experience to new audiences. Australia is such an important market for The Gruffalo and we have building interest there over the last year, and this partnership with Currumbin Wildlife Sanctuary will help to give our Australian fans a new way to engage with the brand.”

The Gruffalo book, written by Julia Donaldson and illustrated Axel Scheffler, has sold more than 13.5 million copies worldwide, and has been portrayed on stage, in an Oscar-nominated film and now in augmented reality. The much-loved classic celebrates 20 years this year.

“We hope that families with young children will enjoy visiting the Sanctuary for an exciting adventure like no other, and one that they can only experience here on the Gold Coast,” Kelly concluded.

The Gruffalo Trail and The Gruffalo Spotters app launches at National Trust Currumbin Wildlife Sanctuary on April 5th 2019.  The Gruffalo Spotters app is free to download.

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...

Check Also

Licensing International releases first findings from annual Global Licensing Industry Study

Licensing International has released a topline preview of its seventh annual Global Licensing Industry Study. Available …