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The world of Magic Light Pictures
The World of
MAGIC LIGHT PICTURES
Can you tell us more about your tenth TV adaptation of a Donaldson/Sheffler book – The Smeds and the Smoos – for Christmas 2022?
The Smeds and the Smoos features the cosmic adventures of two families on a far-off planet who always avoid each other. It has a wonderful voice cast including Sally Hawkins, Adjoa Andoh, Bill Bailey, Meera Syal and Rob Brydon. To celebrate the launch of the film on BBC One, Aurora have developed a beautiful set of plush and Sainsbury’s will launch a range of nightwear. We also have a gift line launching with Star Editions The Christmas broadcast slot on BBC One has become so synonymous with our Donaldson/Scheffler adaptations that each year it gives us an opportunity to represent all of the characters through retail ranges. Sainsbury’s, M&S and NEXT will all have fabulous multi-character collections launching this A/W.
Can you tell us about the progress of Pip & Posy?
Pip and Posy is consistently in Milkshakes!’s top three rated shows and the feedback from the team there and at Sky Kids has been wonderful. We are delighted that a second series has been commissioned for 2023. On the licensing front we have signed our first phase of licensees in Amscan, Ravensburger, Tonies and Star Editions and are now excited to present the property at BLE and appoint licensees across more categories throughout the Autumn.
How do you keep The Gruffalo brands fresh and try to find new ways to connect with audiences?
We had a clear strategy when we launched the licensing programme in 2009, to create an evergreen brand by focusing on quality and authenticity with every product and live experience that we produce. We work with brilliant partners across all categories, particularly in live events with partners such as Merlin, Twycross Zoo, Forestry England and Royal Botanic Gardens, Kew and Wakehurst. These events are key in creating additional touchpoints for audiences to interact with our brands outside of the books and films.
What exciting collabs/events have you got coming up for the Gruffalo brands this year?
This Autumn we’re introducing children’s apparel to our existing range at lifestyle retailer Joules and have just launched a new range with retail giant Primark. We also have a Room on the Broom trail at Wakehurst Gardens at October half term and Zog Trails with Forestry England. In 2023 we are launching plasters with TSL, a babywear line with Baby Mori and a home-baking range with Fiddes Payne.
What do you think are the biggest challenges or opportunities in the changing retail landscape?
Key challenges continue to be around manufacturing costs and logistics. It’s taking much longer to get stock into distribution centres which is throwing traditional product development timelines out of kilter. However, times of disruption can also bring opportunities for licensees and retailers as it forces them to step out of their comfort zones and find new ways of doing things.
Sustainability is important to you – how is this reflected across the business?
The whole company is engaged in minimising the negative impact we have on the environment. We use a 100% green energy provider, couriers that offset all emissions and electric vehicles where possible. Our productions are now Albert certified, which is the industry body for sustainable practices. Last year we joined Products of Change who have helped us develop sustainability strategies and improve the quality of our products without hitting margins. We are also launching a sustainable packaging style guide to help licensees lessen the impact of their packaging. This area is rapidly developing and we are keen to adapt as technology and infrastructure improve.
BAFTA-winning and Oscar-nominated brand-building and production company Magic Light Pictures manages the hugely-popular character brands based on books written by Julia Donaldson and illustrated by Axel Scheffler, as well as pre-school series Pip and Posy.
