Magic Light Extends Gruffalo’s FMCG Presence
The Gruffalo has a raft of new licensees boosting the brand’s presence in the FMCG category. New food licensees Cocoba Chocolate, Cake Decor and Just Love Food are cooking up a delicious spread of new products to sit alongside ranges from The Gruffalo’sexisting FMCG and food licensees, which continue to perform strongly at retail.
Chocoholics will be in seventh heaven with a Gruffalo-shaped Belgian chocolate bombe from Cocoba that, when submerged in hot milk, reveals delicious fluffy mini-marshmallows nestled within. This is accompanied by Gruffalo-themed hot chocolate spoons, Gruffalo-themed chocolate bites, and Gruffalo hot chocolate stirrers to enhance the bed-time reading experience.
Meanwhile Cake Décor, the UK’s largest manufacturer of cake decorations, will launch a new range of cupcake kits inspired by The Gruffalo and Zog this September, in partnership with Magic Light Pictures.
Inspired by the much-loved stories from bestselling children’s author Julia Donaldson and illustrator Axel Scheffler, the new home baking kits bring these fun characters to life in delicious cupcake form.
Just Love Food will be launching their new chocolate and vanilla Gruffalo celebration cake in Asda this September too. 368 stores will be carrying the delicious celebration cake which is free from nuts, peanuts, milk and egg.
The new licensees join The Gruffalo’s existing roster of FMCG and food licensees which include Arla, Organix, Good Bubble and Carex – who are introducing two new skus after the launch of their deliciously-scented Gruffalo handwash – and Heal, who are set to provide comfort to grazed knees everywhere with an augmented range of plasters.
It consolidates a solid year of growth for Magic Light Pictures, which has expanded its Licensing team to reflect its surging commercial activity across licensed consumer products, brand partnerships and live experiences globally, and to provide additional support across both licensing and product development.
Aidan Taylor-Gooby, Licensing Director, Magic Light Pictures said: “FMCG is a really important category for us to develop the Gruffalo brand further and we’re delighted to be working with such category-leaders. At 25 years, The Gruffalo’s appeal shows no sign of diminishing and we’re delighted to find new touchpoints throughout the day for beloved fans to engage with their favourite character.”
