Laura Sumner, commercial director at VMC Accessories, explains why The Gruffalo is an evergreen brand.

VMC Accessories on why The Gruffalo is a great fit for dress-up

What makes The Gruffalo property an attractive one to work with?

It’s a lovely brand with great heritage which has a really devoted following.

Magic Light is great at ensuring all their products are of high quality and good value.

Why is The Gruffalo a good fit for dress up?

The detail of the character is key, he’s got so many features that the story refers to, when applied to the dress up garment they make it such an appealing and ‘true to character’ product.

Also, it’s entirely unique – there are no other characters with purple prickles, orange eyes and a poisonous wart at the end of his nose.

How have your Gruffalo ranges performed so far?

Gruffalo sales are consistently good, and have been from the beginning.

We’ve seen massive success with John Lewis and Sainsbury’s as well as the independents. Plus three nominations at the Licensing Awards.

The property is celebrating its 15th anniversary this year. Why do you think the brand has endured for so long?

The Gruffalo has such a strong heritage because it appeals not only to a child’s imagination and sense of adventure, but parents also enjoy reading and re-reading the story to their little ones.

The values behind the brand are just so strong – it combines independence and creativity in a safe and fun way for children and parents.

Do you see The Gruffalo dress up enjoying the kind of long-term success that the brand has?

Yes, its an evergreen and it’s also a fantastic dress up costume!

The great thing about the Gruffalo story is that it’s so easy and fun to act parts out so children love to wear the costume and pretend to be their favourite woodland monster!

About Rachael Simpson-Jones

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