Deal inked with Magic Light Pictures for dress-up costumes for brands including The Gruffalo and Zog.
Smiffys is collaborating with Magic Light Pictures to create a range of dress-up costumes for Julia Donaldson and Axel Scheffler’s properties.
The deal includes The Gruffalo, The Highway Rat, Stick Man, Zog and Room on the Broom.
“We are delighted to be announcing this partnership. Julia and Axel’s work is renowned across the globe and has delighted children for nearly 30 years with her imaginative stories,” commented Dominque Peckett, director at Smiffys.
Aidan Taylor-Gooby, licensing manager at Magic Light Pictures, added: “Dress-up is a crucial part of our licensing programme and always a fantastic product for us at key events like World Book Day, Halloween and Christmas.
“We’re really pleased to have found such a great partner in Smiffys, who can deliver the great quality product that our consumers expect.”
The Gruffalo costume will be available in time for World Book Day in 2021, featuring a deluxe all-in-one with a novelty hood.
The other costumes will launch later in the year, in time for Australia’s Book Week 2021.
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