TLL Staff
Magic Light Pictures has added Mookie Toys to the growing roster of licensees for The Gruffalo, appointing the global toy company to develop a new range of lifestyle and wooden toys inspired by the evergreen preschool property.
The licensed toy line is scheduled to launch in August 2026 and will feature educational and imaginative play items aimed at young children.
Products planned for the range include a blackboard, drawing slate, learning clock and wooden cut-out figures depicting The Gruffalo and characters from the Deep Dark Wood, alongside scenic backgrounds designed to support storytelling play.
Under the agreement, Mookie Toys will leverage its experience in wooden and early-years toys, with the collection produced using FSC-certified timber, aligning with Magic Light Pictures’ sustainability priorities for the brand.
The partnership further expands The Gruffalo’s licensing footprint across the toy and juvenile categories. Mookie Toys joins a lineup of recent licensees supporting the brand’s continued growth, including Aurora for plush, Jumbo for its iLearn The Gruffalo Storyteller, JoJo Maman Bébé for toys, and Tonies for audio figurines.
The property also maintains a strong presence in apparel through clothing ranges stocked by major UK supermarket retailers including Morrisons, Asda, Sainsbury’s and Tesco.
The Gruffalo, created by Julia Donaldson and illustrated by Axel Scheffler, remains a cornerstone preschool property for Magic Light Pictures, with ongoing licensing activity reflecting its long-term appeal and cross-category potential in both the UK and international markets.
Magic Light Pictures is a multi-Oscar-nominated, BAFTA-winning company creating high-quality family entertainment and products. Founded by Martin Pope and Michael Rose in 2003, it is best known for its animated adaptations of Julia Donaldson and Axel Scheffler’s books, including The Gruffalo, Zog, and Tiddler.
The company runs an extensive licensing programme, with over 90 global partners and 2,000 product lines in the UK alone.