BIG FEATURE: MAGIC LIGHT
NATURE NURTURED
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fantastical tale of daring and guile set to the rhythms of the UK’s woodland areas, Julia Donaldson’s The Gruffalo has not only become an iconic work of modern children’s literature but has helped bridge the lives of a generation of young and fascinated readers with the wonders of wildlife. The driving force behind it all is Magic Light Pictures, a team which has – since the creation of the first Gruffalo style guide in 2009 – ensured that consideration of the environment in which Julia’s portfolio of stories are each set, has been at the forefront of its licensing activity. In the same year that The Gruffalo celebrated its 15th anniversary by pairing with Forestry England for themed forest trails across the country, Magic Light had struck partnerships for The Gruffalo and Room on the Broom with Eden Project to drive education of the natural world. A year later, in 2015, the brand had partnered with Yorkshire Tea on its Yorkshire Tree campaign, culminating in the planting of 2.5 million trees with the help of the Woodland Trust. Meanwhile, it’s according to Magic Light Pictures’ senior brand manager, Alexandra Sanson, that “sustainability has become the focus of an
expanding licensed product portfolio.” It would seem, that with every success, Magic Light continues to bring environmental awareness closer to the consumer audience. “We create content and products for future generations, and we recognise the importance of showing them how to engage with the natural world, explore their surroundings, and connect with the environment,” Alex tells Products of Change. “The more children understand the natural environment, the more we can inspire them to be a part of the necessary changes to overcome and adjust to issues like global warming.” These values are now beginning to filter through to Magic Light Pictures’ consumer products portfolio, where conversations with licensees increasingly centre on sustainability. “As a company whose voice speaks directly to young children, we have a responsibility to do what we can to minimise the impact of our products on the environment,” explains Alex. “We know that we still have so much to do, and sustainability will be a constantly evolving element to our licensing business, but we are laying a path for learning, growing and improvement.”
From The Gruffalo to Stick Man, the canon of Julia Donaldson has formed a longstanding relationship with the UK’s natural environment. So it stands to reason that rights owner Magic Light Pictures has some big plans ahead for sustainable development.
That’s being modest about it. Truth is, Magic Light Pictures has been the catalyst of an innovative step forward from The Gruffalo master toy partner, Wow! Stuff and its bold, new reconfiguration of toy packaging. Through a collaborative effort, Wow! Stuff Gruffalo toys will now arrive in a new packaging concept that reduces waste without dampening the extended user experience. And the potential for what it brings the toy space simply cannot be overestimated. “We love it,” teases Alex. “We know that change in this space will be gradual, but each new licensee with a sustainable approach, and each partnership with an angle of conversation, reassures us that we are moving in the right direction. “And this new packaging concept with Wow! Stuff is very exciting.” So, what is the big idea? Let’s talk to the team to uncover some more about it…
TOP: A young visitor to Eden Project high fives Stick Man while on a nature trail. TOP LEFT: Children gather for a photo at the entrance of Twycross Zoo’s The Gruffalo Discovery Land.
BELOW: Young fans of The Gruffalo gather for a telling of their favourite story.
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