The Gruffalo Steps Into the Spotlight for Brand Storytelling
Few characters in children’s storytelling have achieved the cultural reach of The Gruffalo. First published in 1999, Julia Donaldson and Axel Scheffler’s instantly recognisable creation has become a true modern classic, adored by families around the world. Together with The Gruffalo’s Child, the books have sold more than 38 million copies globally, been published in 107 languages, and earned a permanent place in the collective imagination.
It’s this rare combination of warmth, wit and recognisability that makes The Gruffalo such a powerful character – not just in publishing and entertainment, but increasingly in wider cultural storytelling. That’s why Born Licensing is proud to announce that we now represent The Gruffalo in the advertising and marketing space, working closely with Magic Light Pictures to support brand collaborations.
FROM PAGE TO SCREEN, AND BEYOND
The Gruffalo’s world has expanded far beyond the printed page. Magic Light Pictures’ animated adaptation premiered on BBC One on Christmas Day in 2009, drawing an audience of over 10 million viewers and going on to win multiple international awards. The Gruffalo’s Child followed in 2011 with equal success, cementing the characters as festive viewing favourites across generations.
Beyond broadcast, the brand continues to thrive through live theatre, immersive attractions and innovative experiences. From an award-winning stage show that tours internationally, to a theme park attraction at Chessington World of Adventures, a BAFTA-nominated AR app, and the launch of The Gruffalo and Friends Clubhouse in Blackpool, the IP has evolved into a rich, multi-dimensional world.
WHY THE GRUFFALO WORKS FOR BRANDS
At its heart, The Gruffalo is a story about imagination, confidence and cleverness – themes that resonate just as strongly with adults as they do with children. Visually distinctive and emotionally trusted, the character carries a sense of reassurance and familiarity that brands increasingly value in an attention-scarce media landscape.
For advertisers, The Gruffalo offers something rare: cross-generational recognition paired with genuine emotional warmth. Parents who grew up reading the books now share them with their own children, creating a powerful bridge between nostalgia and the present moment: a sweet spot for brand storytelling.
REPRESENTING THE GRUFFALO IN ADVERTISING
As licensing agent for The Gruffalo in advertising and marketing campaigns, Born Licensing works in close partnership with Magic Light Pictures to help brands explore creative collaborations that feel authentic, respectful and impactful.
Our role is to guide agencies and marketers through every stage of the process, from early feasibility and creative development through to commercial negotiations and approvals, ensuring the integrity of the IP is upheld while enabling bold, engaging ideas to flourish.
A NEW CHAPTER FOR BELOVED CHARACTERS
With a global licensing programme already spanning more than 80 licensees worldwide, The Gruffalo is a brand with proven longevity and scale. Bringing that character into the advertising space opens up exciting new opportunities for brands looking to connect with families through storytelling that feels joyful, familiar and meaningful.
As Born Licensing begins this new chapter representing The Gruffalo, one thing is clear: some characters don’t just endure – they grow with their audiences. And when they’re treated with care, they can become powerful partners in modern brand storytelling.
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