Daryl Shute, Brand Director, Magic Light Pictures says: “This deal with Sainsbury’s is a very exciting opportunity for our family brands. 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”

John Carolan, Head of Buying, Childrenswear, Sainsbury’s adds: “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. 

"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.”

The deal will launch with baby and toddler apparel on 17th November 2013 in 275 stores and online, followed by toys and gifting in January 2014, and  will kick-off The Gruffalo’s 15th and The Gruffalo’s Child 10th anniversary celebrations for 2014.

Magic Light Pictures