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Magic Light Pictures has partnered with Joules, a lifestyle brand, to launch an exclusive line of Gruffalo clothing for babies and toddlers.

The new partnership was arranged by Magic Light’s inhouse licensing team. Joules will launch the new range online and in-store starting in mid-September.

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The collection includes apparel and accessories that are colourful for children and babies up to six years old, including jackets, boots and gloves, as well as T-shirts, tops and leggings with vibrant images of The Gruffalo and other animals, like the Fox, Owl, Snake and Mouse.

Daryl Shute is the brand director at Magic Light Pictures. He stated in a statement that “We are thrilled to launch this new licensing partnership with Joules. They are a modern brand that values country and share our values. This partnership is the perfect way to capture The Gruffalo’s spirit and charm.

“Their unrivalled attention for detail in delivering quality and fun for families has resulted in fabulously stylish, quirky lines that kids will love to wear. We are excited to continue our partnership for more covetable collections.”

Josie Will, Joules’ licensing manager, said: “We are delighted to partner with Magic Light Pictures in creating this new Gruffalo-inspired collection. He is a beloved character for families around the globe and we also love him. The story is in keeping with our rural roots and how we draw inspiration from the natural world.”

Joules’ online marketplace, ‘Friends of Joules’ will support the launch with a selection of Gruffalo merchandise from its partner sellers.