Pawprint Family adds Zog to Magic Light portfolio

Published on: 31st March 2023

Following success with other Julia Donaldson and Axel Scheffler characters, Pawprint Family says the partnership marks a milestone for the company.

Pawprint Family is proud to bring Zog to its collection of badges. Based on the beloved character from Julia Donaldson and Axel Scheffler, the new product is part of the company’s mission to inspire young minds through its engaging products. Partnering with Magic Light Pictures, Pawprint Family has created an exciting challenge badge and pack centred around Zog the dragon, a character loved by families across the world.

Founded by experienced ranger and explorer duo, Charlotte and Jamie Russell, Pawprint Family has become the leading brand for creating high-quality, collectable embroidered and enamel pin badges, designing trails, tales, and activity resources that support youth leaders, teachers and parents.

Building on its previous success with other well-loved Julia Donaldson and Axel Scheffler characters including The Gruffalo, Room on the Broom and The Smeds and The Smoos, this partnership marks another significant milestone for Pawprint Family, creating a brand-new challenge badge based on another character from the Magic Light portfolio.

The challenge pack has been designed to encourage young people to explore the outdoors in a creative and interactive way, taking the story beyond the pages and making it engaging for the whole family.

Pawprint Family’s co-founder, Charlotte Russell, said: “After selling over 2200 badges with Magic Light Pictures’ other well-loved character, The Gruffalo, we knew that a Zog range was our next dream collaboration – especially after how successful the Zog Playland has been at Warwick Castle and the Forestry England Zog Trails have been so far this year. His story sits so well with our own values of delivering adventure for all and, after it was found that eight in ten of children believe that being in nature makes them happier, it was one of our greatest motivations to help the wellbeing of young people.”

Alex Sanson, senior brand manager at Magic Light Pictures, added: “It’s great that this product encourages such a wide variety of activities that help children explore the world around them and gain confidence with independent play. Just like Zog, we all have to work hard to learn new things and it’s lovely that children can collect the Zog Challenge badge to add to the other ones they have from the Magic Light family.”

Centred around Pawprint Badges, the team provides thousands of free activity ideas and resources for leaders, teachers, and parents, complemented by a range of collectible badges that help young people develop skills for life: from reading and sports, to outdoor adventures and seasonal celebrations.

Through the Pawprint Trust, every sale made through Pawprint’s badges, trails and tales sees 1% of profits go towards helping young people take on adventures they wouldn’t have access to before.


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