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PR: Aardman Craft Brand New Online Home For “The Gruffalo”

by on November 26, 2013

BRISTOL UK, Thursday 21st November – In celebration of The Gruffalo’s forthcoming 15th anniversary in 2014, Macmillan Children’s Books commissioned Aardman to create a stunning new online fan site for the brand, which went live this month.

The Gruffalo, by Julia Donaldson and illustrated by Axel Scheffler is a modern classic, loved by an international audience and The Gruffalo - Official Websiterecognised with numerous awards and literary prizes. Since it was first published in 1999, the award-winning story of the little brown mouse’s encounter with the Gruffalo in the deep dark wood has continued to delight children and adults the world over.  Julia Donaldson and Axel Scheffler, are the most successful author/illustrator partnership in picture book publishing, and The Gruffalo is regularly chosen as the nation’s favourite story.

Aardman, working alongside digital agency Distinction, were given the opportunity to craft the digital representation of The Gruffalo’s world, creating an online home for fans of all ages which works to support and extend this popular brand’s well-deserved reputation.

James Luscombe, Head of Web Development, Pan Macmillan says “It was very important for us to work with the right partner for this project. The Gruffalo, Julia Donaldson and Axel Scheffler are all simultaneously one brand and three distinct brands, and we needed to represent this clearly for the best user experience. Aardman’s knowledge of working with heritage brands both offline and online, made them the perfect partner to create this new and exciting experience for the extensive and important fanbase. “

Aardman have produced a premier destination for interacting with The Gruffalo and finding out more about the brand, whilst seamlessly encouraging users to learn more about Julia Donaldson, her books, and associated illustrators, especially Axel Scheffler. To compliment this, the team developed the Deep Dark Wood, an interactive experience targeted at the younger audience which adds a fun and engaging activity element to the site. Once entered, the Deep Dark Wood experience fills the screen, emulating a native app and contains entertaining and age appropriate activities such as Make a Monster, Plant a Nut Grow a Tree, Gruffiti, Footprint Match and Gruffalo Jigsaw.

Gruffalo - Deep Dark Woods - JigsawAardman Producer, George Rowe added “It was really exciting for us to be able to work with such a well-loved character and Axel’s beautiful illustrations.  We really tried to give the interactive area the feeling of one of the books, letting kids find the animals and acorns hidden in this rich digital environment.”


Visit the brand new Gruffalo.com site now.

About Aardman Animations

Aardman, based in Bristol (UK) co-founded and run by Peter Lord and David Sproxton, is a world leader in animation. It produces feature films, television series, television commercials and digital entertainment for both the domestic and international market. Their multi-award winning productions are novel, entertaining, brilliantly characterised and full of charm that reflects the unique talent, energy and personal commitment of the very special people who make up the Aardman team. The studio’s work is often imitated and yet the company continues to lead the field producing a rare brand of visually stunning and amusing independent and commercials productions www.aardman.com


About Aardman Digital 

Aardman Digital is the interactive division of the multi-award winning studios of Aardman Animations. Combining access to world-class directors, animators and story-writers with passionate creative minds, technical wizards and gaming geeks, they bring the Aardman entertainment values to the propositions of external clients and partners. Aardman Digital has a wealth of experience in creating engaging online and mobile games, websites and social media campaigns for both entertainment purposes and combining integral learning objectives, for family audiences across a range of abilities.  www.aardman.com/aardmandigital


About Macmillan Children’s Books:

Macmillan Children’s Books is a division of Pan Macmillan (www.panmacmillan.com), is one of the UK’s leading children’s publishers, creating great stories for all ages for over 150 years. The original home of classics such as Alice’s Adventures in Wonderland and The Water-Babies, Macmillan Children’s Books now publishes over 400 books a year for babies, children and young adults. International bestselling and award-winning authors and illustrators include: Julia Donaldson and Axel Scheffler, Rod Campbell, Emily Gravett, Eva Ibbotson, Judy Blume, Andrew Lane and Frank Cottrell Boyce. Macmillan Children’s Books also publishes Poet Laureate Carol Ann Duffy’s work for children and has an extensive poetry list. Campbell Books and Kingfisher are imprints.


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