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IN CONVERSATION WITH… MAGIC LIGHT PICTURES Inset: Pip and Posy is a huge focus for Magic Light following its phenomenal success on Milkshake! and Sky Kids.
Magic Light Pictures, the multi-awardwinning family entertainment company, marks its 20th birthday this year. With new animated special Tabby McTat lined up for a coveted BBC One Christmas slot, the licensing programme for preschool series Pip and Posy poised to launch and The Gruffalo’s 25th anniversary in 2024, there’s plenty to celebrate, says the company’s head of licensing Aidan Taylor-Gooby. Inset: New
Believe in Magic W
e have a come a long way since Michael [Rose] and Martin [Pope] founded Magic Light as an independent production company,” says Aidan Taylor-Gooby. “Even in my six years here, the growth is evident. When I joined in 2017, we were 12 people and our licensing activity in the UK was conducted through agents. One of my first projects was bringing the licensing activity in-house. We now have more than 30 employees and a much larger office. We have a licensing team of six supported by a marketing team of four and we are simultaneously managing multiple brand strategies.” As well as its hit preschool series Pip and Posy, Magic Light is known for its visually rich adaptations of children’s books by Julia Donaldson and Axel Scheffler, for which it also manages the licensing rights. Its 10 previous adaptations including The Gruffalo Inset: Aidan Taylor-Gooby, head of licensing, Magic (2009), Room on the Light Pictures. Broom (2012) and The
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Smeds and The Smoos (2022), were appointment viewing for families at Christmas, and this year’s offering Tabby McTat – the tale of a busker and his cat, featuring the voice talents of Jodie Whittaker and Rob Brydon – looks set to replicate their success. “Our licensing partner Aurora has developed a range of plush and Sainsbury’s is launching a nightwear collection. We also have some fun PR activity planned for the launch of the film on BBC One,” says Aidan. Donaldson and Scheffler’s books are adored by families, and Magic Light’s licensing programmes are developed with that in mind. “These are books that have enriched the imaginations of millions of children and families around the world. Our aim is to produce content, experiences, activities and products of the highest quality that will be cherished for years to come,” Aidan asserts. “With The Gruffalo, for which we now work with over 50 UK licensees, this has always been about taking a long-term view in order to build a classic evergreen brand and always trying to exceed the audience’s expectations in terms of quality.” The live space has proved particularly fruitful for The Gruffalo, with Forestry