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MCB unveils 25th birthday plans for The Gruffalo
Macmillan Children’s Books (MCB) and Magic Light Pictures have revealed publishing for the 25th birthday of The Gruffalo, beginning in January 2024, including a new, gold-foiled paperback anniversary edition.
The book was first published by Macmillan Children’s Books on 23rd March 1999, followed by The Gruffalo’s Child in 2004. Magic Light Pictures produced an award-winning animated film in 2009.
A new anniversary edition of The Gruffalo will contain never-before-seen new content, including a downloadable recording of The Gruffalo song that is sung by author Julia Donaldson herself.
MCB is also publishing new titles to introduce the youngest readers to the Deep Dark Wood, including a new pop-up book, with a lift-the-flap format, and a new easy to use sticker book, publishing in April and January respectively. This new publishing for younger readers follows on from The Gruffalo push and pull format edition, which will also receive a new gold foil look for the anniversary year. All celebratory publishing will carry the 25th anniversary logo.
Donaldson said: “It’s hard to believe that the Gruffalo is a quarter of a century old. Nowadays it’s not all that unusual for parents to tell me that they remember the book being read to them. Although that makes me feel rather old, it’s actually great to know that families all over the world are sharing the story, and that grown-ups reading aloud are putting on different voices to entertain their children. (I’ve been assured that the Gruffalo is a Brummie and Australian, and that the Mouse is from Edinburgh and Sweden.) I never tire of acting the Mouse myself, and over the years have recited the lines in French, German, Italian and Spanish. Last year at the Edinburgh Fringe I learnt to tell the story in British Sign Language and it was lovely after the show when parents told me their deaf children had enjoyed the performance. So I wish not just the Gruffalo and the Mouse but the three predators – the fox, Owl and Snake – a very happy birthday.”
Magic Light will celebrate the anniversary with both existing partners including Forestry England and Chessington World of Adventures Resort, as well as "exciting new partners, to be announced soon".
Sales of The Gruffalo and The Gruffalo’s Child now stand at over 18 million copies around the world, and across all the brand publishing sales have reached 38 million copies, according to MCB. The original picture book is also translated into 107 languages and dialects, the publisher said.
Macmillan Children’s Books and Magic Light are developing a year-long programme of promotional activity, including a focus at the Bologna Book fair celebrating The Gruffalo’s success with international publishing partners. In June, a series of 25 birthday parties in bookshops nationwide will launch, with the Gruffalo costume making appearances. Extensive consumer advertising, high-profile partnerships and a national PR campaign will also run throughout 2024. There will also be event kits for booksellers, libraries and schools, including stickers, posters and activities.
The Gruffalo’s birthday publishing follows on from this year’s events programme celebrating 30 years of Donaldson and illustrator Axel Scheffler’s creative partnership.
Tall Stories Theatre Company will have a major new tour of their classic stage adaptation of "The Gruffalo Live" in 2024, to coincide with the book’s 25th anniversary celebrations and The Gruffalo and Friends Clubhouse in Blackpool will host celebration events throughout the year and cinema partnerships will screen the film at special screenings across the country. A range of licensed merchandise will be available all year round including apparel from John Lewis, Sainsbury’s and a baby collection from MORI; celebration table partyware from Smiffy’s; birthday cards and gifting from Danilo; and luxury wooden toys.
Illustrator Axel Scheffler said: “The Gruffalo and the Mouse have come a long way in the last 25 years and it is hard for me to imagine all the children and families around the world who regularly read the story, often in their own language. When I first read Julia’s story and did the first sketches we had no idea what The Gruffalo would become and how many young readers would read and love the picture book in the following years. It is always a great pleasure for me to meet children at my signings and to hear how much they love the Gruffalo and his world. In one form or another, The Gruffalo is a large part of their day, as the characters have moved from the books and onto the TV, stage and with various merchandise. The Gruffalo is a big part of their daily lives, as he is in mine!”
Belinda Ioni Rasmussen, m.d. of Macmillan Children’s Books, also commented: “It is a privilege to be the home of The Gruffalo, the nation’s favourite bedtime story, and we are very proud to be celebrating this milestone anniversary with Julia and Axel. The Gruffalo wouldn’t be the modern phenomenon he is today without Julia’s brilliantly clever rhyming story and Axel’s warm and witty illustrations. Their joint talents have created the perfect contemporary fairy tale that appeals to both young and old. With a David and Goliath story at its heart, The Gruffalo has now introduced a generation of children to the joys of stories and reading for pleasure. We look forward to building many more young readers over the next 25 years.”
