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Magic Light Pictures’ brand and licensing team starts a new chapter

Magic Light Pictures – home of hit brand The Gruffalo – has revealed a series of promotions across its brand and licensing departments.

Aidan Taylor-Gooby (pictured above right) has been promoted to head of licensing and will now oversee commercial activity across licensed consumer products, brand partnerships and live experiences globally.

As well as focusing on the continued growth of the company’s Julia Donaldson and Axel Scheffler titles, Aidan will also lead the roll out of preschool hit Pip and Posy (currently broadcasting daily on Milkshake and Sky Kids).

Meanwhile, Alex Sanson (pictured above left) has been promoted to senior brand manager, having worked across product development, licensing and marketing for the Gruffalo family of brands since 2013. She will continue to develop The Gruffalo’s successful partnerships with Merlin Entertainments, Forestry England, Arla Big Milk and Twycross Zoo, while also building on her work with BBC1 for the launch of the company’s animated specials.

Finally, Bridie Gibbs (pictured above centre) takes on additional responsibilities as product development manager, responsible for all product development and approvals across Magic Light’s portfolio.

Meanwhile, brand director Daryl Shute is leaving the Magic Light team after 16 years to explore new opportunities. During his time at the company, Daryl oversaw the growth of The Gruffalo brand in the UK and internationally, delivering a licensing and brand engagement strategy for sustained long-term growth and successfully building an established and talented in-house licensing team.

“Daryl played an immense role in the growth of Magic Light over 16 hugely successful years and we will be forever grateful for his tremendous contribution,” commented Martin Pope and Michael Rose, joint mds of Magic Light. “We absolutely respect his desire to explore new opportunities, but he will be greatly missed.

“We’re delighted that the team and strategy Daryl has built are all in place for continued growth in the years ahead, and look forward to Aidan, Alex and Bridie stepping up and enjoying the challenge of their new roles.”

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