The activation promises a fun and interactive 45-minute journey into the "deep dark wood" to meet with the Gruffalo and other characters from the iconic storybook. Gruffalo Guides will lead guests in the footsteps of protagonist Mouse through the trees, a fox’s den and a log pile house.
Retail innovation group Unit 10 Eventive and entertainment company Magic Light Pictures have worked alongside the Meadowhall events team to devise the experience. Events agency Creator has provided event planning and the on-site event management team, as well as various elements of the set.
Moray London, co-owner of Unit 10 Eventive, told Event that The Gruffalo Experience is part of a portfolio of events the company is planning to roll out throughout 2015 and 2016 to help drive footfall at a range of venues.
He said: "The Gruffalo Experience is a brand new visitor concept that allows young families to engage fully in this hugely popular Children’s book. As a relatively new company we are delighted to be working with such a high profile brand."
Andy Harrison, client services director at Creator, added: "Creator is excited to be involved with Unit 10 Eventive and Meadowhall in bringing the Gruffalo Experience to life. Our experience in working with agencies and brands to deliver successful and safe public events means that we can help make this unique creative vision a reality."
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