The Gruffalo

A modern picture book classic with an extensive licensing program

The Gruffalo is one of the worlds most beloved and most sold children’s books with more than 28 million copies sold worldwide. Translated into 101 languages and broadcasted in over 180 countries, the Gruffalo has become a modern classic and an award winning property.

Created by Julia Donaldson and Axel Scheffler, the story of the scary monster and the clever mouse has become an all-time favorite on screen, stage and on the ground and continues to fascinate children and adults across the world.

Primary target group: Boys & girls 4-8 year
Secondary target group: Parents, teachers & caretakers

The Gruffalo

A story about courage and overcoming fears

More properties in the Gruffalo brand family include:

• The Gruffalo (1999)
• Gruffalo’s Child (2004)
• Room on the Broom (2001)
• Stick Man (2008)
• The Highway Rat (2010)
• Zog (2011)
• The Snail and the Whale (2003)
• Zog and the Flying Doctors (2016)

(book publication dates)

The movies produced by Magic Light Pictures are shown every year on ZDF at x-mas time.

Facts

• Over 28 million books sold worldwide. More than 2.5 million in Germany, Austria and Switzerland.
• Translated in more than 75 languages
• TV broadcast in more than 180 countries
• In Germany regularly among the top 10 of the best selling childrens books
• International brand with a carefully selected and successful licensing program
• High awareness and acceptance within target group

Brand values

• Educational | Encouraging | Exciting
• Supports children’s imagination and creativity as well as interest and knowledge about nature and their environment
• Consistently positive brand with high recognition and acceptance by parents and educators
• It helps children to overcome their fears and show courage

Awards

Bafta Awards and Oscar nominations:

2020 – Lima International Licensing Award, Germany: Licensed Property of the Year, Licensed Promotion of the Year (Tchibo)
2020 – Lima International Licensing Award, UK: Licensed Preschool Property of the Year, Product of the Year (Gruffalo Cribstar preschool collection, Organix snacks, Baby Mori collection, The snail and the whale apparel from Fat Face)
2019 – Lima International Licensing Award, Germany: Licensed Product of the year (Gruffalo stamp)
2010: Prix de Jeunesse
2009: Nomination for the BAFTA Award in the category „Short Film Animation“
2005: Kinderbuchpreis: Heidelberger Leander
1999: The Nestlé Children’s Book Prize Gold Award (Kategorie 0-5 Jahre)

Brand cooperations & Activities

• The Gruffalo exhibition at the Historic Museum in Speyer
• The Gruffalo trail, Gartenschau Bad Lippspringe
• „Mut-tut-gut“ campaign (2018-2019)
• Year round theatre performances throughout Germany
• Readings and activities in book stores
• Kindergarden Events (activities, product, educational)

Licenses

• More than 80 licensees and 500 products worldwide
• Product categories covering DVD, plush, toys, puzzles, boardgames, clothing, food, promotions and others

Brand Activations:
https://www.unitedlabels-shop.de/brands/grueffelo/
https://www.fotopuzzle.de/kinderpuzzle/der-grueffelo
https://www.spreadshirt.de/gr%C3%BCffelo+geschenke
https://www.deinebriefmarke.de/limitierte-briefmarken/der-gruffello
https://shop.deutschepost.de/der-grueffelo-briefmarke-zu-0-70-eur-10er-bogen