Magic Light Pictures and The Licensing Company have agreed an exclusive direct-to-retail agrreement with Sainsbury's for toys, gifts and apparel on The Gruffalo, The Gruffalo's Child and Room on the Broom.
The deal means Sainsbury's will be the only supermarket in the UK to design and retail their own ranges of Gruffalo merchandise.
"Our customers tell us they really love reading The Gruffalo books with their children and as such we are delighted to be the only supermarket brand in the UK that has agreed a DTR deal with Magic Light and TLC to be able to design, source and retail The Gruffalo character merchandise product in our stores," said John Carolan, head of buying, childrenswear at Sainsbury's.
"The customer demographics and values are extremely well aligned between The Gruffalo and Sainsbury’s brands. We are very excited about the opportunity this gives us to work closer with Magic Light Pictures and TLC, to produce an even wider product range of wonderful and premium Gruffalo products this year to in turn really thrill our customer.”
Baby and toddler apparel will launch on November 17th in 275 stores and online whilst toys and gifting will follow in January 2014 as part of The Gruffalo's 15th and The Gruffalo's Child's 10th anniversary celebrations.
“This deal with Sainsbury’s is a very exciting opportunity for our family brands," added Daryl Shute from Magic Light Pictures.
"Developing high quality, imaginative products has always been at the heart of the programme and this partnership will see fantastic new clothing and general merchandise ranges with a leading UK retailer. The Gruffalo/Sainsbury's collaboration is a perfect pairing and with this magnificent DTR deal we're guaranteeing something new and exclusive for customers over the coming years”