Yorkshire Tea signs Gruffalo licensing deal

Yorkshire Tea signs Gruffalo licensing deal

Entertainment company Magic Light has signed a Gruffalo licensing deal with Yorkshire tea.
 
Magic Light, which owns the branding, audio-visual and merchandising rights for The Gruffalo, the bestselling children’s book by Julia Donaldson and Axel Scheffler (Macmillan Children’s Books), is allowing the character to become the face of a new tree planting campaign.
 
Yorkshire Tea will use the Gruffalo to promote its "Yorkshire Tree" initiative, which will see the tea company plant one million trees – 500,000 in the UK and 500,000 in Kenya, one of the countries where it sources tea – in partnership with charity The Woodland Trust.
 
As part of the campaign the company is creating a Gruffalo themed microsite, with interactive games, and will take the Gruffalo character to visit ten schools in the UK and help them plant trees.
 
Daryl Shute, brand director at Magic Light Pictures said: “The Gruffalo is a cherished brand and has been entertaining families for 15 years. This is the first time we’ve partnered with a brand such as Yorkshire Tea and we were really keen to get involved, as it’s evident that they share the same ethical ambitions we do. This activity really brings together some of the Gruffalo’s core values; education, literacy and the power of storytelling.”
 
Magic Light now as 40 licensees for The Gruffalo, including Kolak Snack Food, Appy Food and Drinks and Park Cakes. It also made the 2009 "The Gruffalo" film, which was broadcast on BBC1, and created a Gruffalo app.