Magic Light Pictures, which manages children’s brand The Gruffalo, has appointed entertainment marketing specialists Brand & Deliver to secure UK brand partnerships.

Independent production company and Intellectual Property owner Magic Light Pictures is a BAFTA-winning and Oscar-nominated creator of family entertainment and brands, managing production, distribution, licensing and marketing from its London headquarters. It works with The Gruffalo creators Julia Donaldson and Axel Scheffler to manage their portfolio of children’s brands, which also includes The Gruffalo’s Child, Zog, Room on the Broom, Stick Man and The Highway Rat.

B&D has been tasked with using its data-driven approach to sourcing and activating commercial partners across its brand portfolio. It will build on the reputation of Julia Donaldson and Axel Scheffler’s characters and use its expertise in entertainment partnerships to help bring them to a new range of fans, driving awareness and revenue along with helping stimulate children’s imaginations across the UK.

Aidan Taylor-Gooby, Licensing Manager at Magic Light Pictures, says: “We want to bring our IPs to a wider audience by partnering with leading brands that share our passion for creativity, especially in run up to 2019 when we are celebrating 20 years of The Gruffalo.”

Ros Carmoody, Partnerships Director at Brand & Deliver, comments: “We’re really excited to develop partnerships with Magic Light Pictures’ beloved portfolio of characters. Julia Donaldson and Axel Scheffler’s picture books help foster creativity in children and we’re looking to create partnerships that stay true to this ideal.”

Brand & Deliver is a full service creative marketing agency delivering experiential, digital, film, design, partnerships/promotions and marketing to a range of organisations from blue chips to start ups. Current clients include Radeon Technologies Group, Rovio Global, Warner Brothers, LG, and Three.