Source: Wow! Stuff/Magic Light Pictures

Wow! Stuff inked a licensing deal with Magic Light Pictures to create toys based on some classic publishing brands from author and illustrator duo Julia Donaldson and Axel Scheffler.

Characters from The Gruffalo, Room on the Broom, Zog, and The Snail and the Whale will begin hitting toy aisles in January. The Gruffalo range will be first out of the gate with action figures, playsets, collectibles, and electronic feature plush set to debut across the U.S. and Canada, the UK, Ireland, Germany, and Australia.

“This is a fabulous way to show what we can do when we have a master license and are free to explore traditional key toy categories and add our innovative take, says Kenny McAndrew, head of product development and licensing at Wow! Stuff. “Partnering with Magic Light we’ll bring Julia Donaldson and Axel Scheffler’s characters to life with the physical figurines that children dearly love. The characters are hugely ‘toyetic’ and our tests showed the reaction from parents and grandparents and their propensity to purchase was at the very highest level — family awareness and parental approval of the brand is sky high.”

The deal with Wow! Stuff continues a string of partnerships developed for The Gruffalo over the past decade. Other licensing partners include Aurora World, Ravensburger, Winning Moves, Schmidt Spiele, and others.