It will be double portions of ‘Gruffalo crumble’ at Danilo’s HQ as the card and calendar publisher has sealed the deal to publish greeting cards and giftwrappings based on the children’s evergreen, The Gruffalo.
Retailers will be able to take delivery of Danilo’s Gruffalo cards and wrappings from the start of next year.
This will supercede the existing official licensing agreement with Woodmansterne, which has run its course after many years of publishing The Gruffalo cards. Woodmansterne however has the right to sell through its existing product range until early in 2018.
The change is amicable all round. “We have enjoyed publishing The Gruffalo cards, but it will also be good to introduce our new ranges, including those based on literary classics of The Very Hungry Caterpillar, Tiger that Came to Tea and Mog,” Paul Woodmansterne, md of Woodmansterne Publications told PG Buzz.
Meanwhile for Danilo, The Gruffalo deepens the publisher’s foray into publishing brands, as evidenced by its Henries-nominated Ladybird Books for Grown-Ups as well as its Enid Blyton spoof range.
Dan Grant, licensing director of Danilo is delighted with the recent signing: “The Gruffalo is a fantastic addition to our portfolio. Our creative team is already well underway giving the brand our own take while remaining true to the integrity of this endearing property.”
The Gruffalo’s popularity is not under question. First published in 1999 it has gone on to become a top favourite for 3-7 year olds. Over 13 million copies of the book, based on the rhyming couplets by revered storyteller Julia Donaldson brought to life by Axel Scheffler’s illustrations, have been sold all over the world, not to mention the spin off films, live events and a whole licensing programme that sees the property translated onto a myria of different products.
*Those on the hunt for licensing options or to get a feel for what is going on in the world of licensing, should visit Brand Licensing Europe, 10-12 October at London’s Olympia. www.brandlicensing.eu/