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Gruffalo toys, books and games showcased at immersive London pop-up this half-term

Toys, books and performances from MC Grammar are to take centre stage at a dedicated pop-up shop in London’s Covent Garden, celebrating all things Gruffalo this half-term week. The launch is part of Magic Light Pictures’ ongoing 20th anniversary celebrations of the iconic children’s literary character.

Spread over two floors, the specially designed pop-up shop – which is being promoted by a heavyweight PR and marketing campaign – gives Gruffalo fans an immersive experience, where, in addition to a dedicated retail space, there are arts and crafts, storytelling sessions, free film screenings and special appearances from the Gruffalo throughout the day.

Earlier this week, MC Grammar – otherwise known as teacher Jacob Mitchell – appeared at the shop to give a performance of his rap version of The Gruffalo, which became a viral internet sensation when he posted a video of him performing it to his daughter and led to a string of TV and radio appearances.

Partnering with C&IB to create the retail space, Magic Light Pictures is using the platform to showcase a range of Gruffalo books, toys and games, and limited edition 20th anniversary products. A special cinema space will offer free screenings of Magic Light’s Oscar-nominated, BAFTA-winning family animations based on Julia Donaldson and Axel Scheffler’s books, including The Gruffalo and Room on the Broom.

The arts and craft workshops, aimed at 3- to 8-year-olds, will provide the chance to make fun Gruffalo-themed items including mask, and bookmarks.

Daryl Shute, brand director, Magic Light Pictures, said: “Celebrating 20 years of The Gruffalo is really important to us and we have been trying to create as many ways for families to interact with the brand as possible. It’s been wonderful to see children exploring the shop, watching films, listening to stories, and meeting the Gruffalo.”

Based at 9-11 Short’s Gardens, London WC2H 9AT, the Gruffalo pop-up shop is open from 10am-5pm daily from 25 May-1 June.

The Gruffalo is also celebrating its nomination for a LIMA Award in the Best Brand – Entertainment / Character – Animated category. Held in June during Licensing Expo The LIMA Awards are the global licensing industry’s most prestigious honour.

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