Today is the launch of MORI’s The Gruffalo collection for babies and toddlers. The London based clothing brand has also devised a secret Gruffalo crumble recipe in celebration of the book’s 20th anniversary year.
Mori’s collaboration with The Gruffalo sees its signature organic cotton and bamboo fabrics, which are the base for their sleep and daywear ranges, now adorned by illustrative details from the celebrated children’s story. Expect to see favourite characters, scenes and quotes from The Gruffalo across the range. Featuring four exclusive prints, the day and sleep collection ranges from newborn up to 4 years with prices from £18 for a T-Shirt to £69.50 for the Clever Sleeping Bag.
Akin Onal, MORI’s Founder says:
“We were thrilled when Magic Light Pictures reached out to us about collaborating for the character’s 20th anniversary. The Gruffalo is such a memorable part of family story time, making this the perfect partnership for MORI. As a brand dedicated to helping to improve a family’s sleep, we believe that story time is an essential part of a child’s bedtime routine as it helps to strengthen bonds between families. That’s why we’re so delighted to be a part of creating this experience.”
Written by renowned children’s author Julia Donaldson and illustrated by Axel Scheffler, The Gruffalo has won countless awards and sold over 13.5 million copies, delighting readers – young and old alike – for two decades.
Stella Afnaim, MORI’s Head of Product says:
“As a grandmother, reading bedtime stories to my grandchildren is the highlight of my day. Being Head of Product at MORI, I appreciate how important soft yet functional clothing is for little ones, especially at bedtime. Our sleepwear is created with love and I can’t wait to read The Gruffalo with my three grandchildren sitting on my lap in their Gruffalo PJs.”
The Gruffalo collection is available now at babymori.com and in selected retailers nationwide.
© 1999 J Donaldson/A Scheffler. Licensed by Magic Light Pictures Ltd.