The Gruffalo Celebrates 20th Anniversary with AR Trail at Currumbin Wildlife Sanctuary

8 April 2019

The Gruffalo Spotters Trail AR Experience Comes to Life For First Time in Oz

Through a partnership with Magic Light Pictures, brokered by Australia’s Merchantwise Licensing, The Gruffalo Spotters Trail augmented reality app experience will come to life for the first time in Australia at the National Trust Currumbin Wildlife Sanctuary (NTCWS) just in time for the April school holidays. The event celebrates the 20th anniversary of the much-loved children’s classic.

An Australian first, utilising augmented reality technology in a natural environment, The Gruffalo Trail is included with entry and families can download the complimentary Gruffalo Spotters app to follow clues through an interactive trail.

The app allows you to take photos next to the characters which are then automatically added to your gallery. This makes it easy to share your favourite pictures via social media using the hashtag #GruffaloSpotter.  For those wanting to step away from technology, there are heaps of fun interactive experiences along the trail to enjoy without the app too.

“We are very excited to see The Gruffalo Trail come to life here in Australia for the first time at the National Trust Currumbin Wildlife Sanctuary.  The Gruffalo is deeply loved in Australia and we are certain Aussie families are going to really enjoy this fun and unique experience,” said Merchantwise Managing Director, Alan Schauder.

Currumbin Wildlife Sanctuary General Manager Michael Kelly said this iconic character’s presence at the Sanctuary will bring joy to thousands of kids.

“We have been working with both Merchantwise Licensing and Magic Light Pictures to create our brand-new outdoor experience; one that will give kids the chance to see much-loved characters come to life in a new way.  This initiative sees us combining state-of-the art technology with nature, keeping the kids active and entertained at the same time.”

“The self-led trail will be packed with fun facts about the characters from the book. Once you have spotted the characters, the app will bring them to life in 3D animation.”

Daryl Shute, Brand Director at Magic Light Pictures said “Given the huge popularity of this app in the UK, with Forestry Commission England, we are so pleased to present the experience to new audiences. Australia is such an important market for The Gruffalo and we have building interest there over the last year, and this partnership with Currumbin Wildlife Sanctuary will help to give our Australian fans a new way to engage with the brand.”

The Gruffalo book, written by Julia Donaldson and illustrated Axel Scheffler, has sold more than 13.5 million copies worldwide, and has been portrayed on stage, in an Oscar-nominated film and now in augmented reality. The much-loved classic celebrates 20 years this year.

“We hope that families with young children will enjoy visiting the Sanctuary for an exciting adventure like no other, and one that they can only experience here on the Gold Coast,” Michael said.

The Gruffalo Trail and The Gruffalo Spotters app launches at National Trust Currumbin Wildlife Sanctuary on 5 April 2019.  The Gruffalo Spotters app is free to download.

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