Magic Light Pictures, the BAFTA winning and Oscar nominated production company, has teamed up with Amazon UK to launch the world’s first Gruffalo Alexa voice experience.

“Gruffalo Move” is an immersive and interactive audio game, available in the UK and the US, which allows users to meet characters from the magical world of The Gruffalo and explore sound and music inspired from Magic Light’s award winning animated special, based on the hugely popular picture book written by Julia Donaldson and illustrated by Axel Scheffler.

Developed with digital product specialist agency Hi Mum Said Dad, “Gruffalo Move” encourages children to get up and get active. After answering questions to identify the character, they are then given a fun activity encouraging them to take part at home and move about like that character. They can try to tiptoe like Fox, “toowhit toowhoo” with Owl and slither with Snake, as they meet a new animal day by day. Once they have guessed all five characters and completed the activities, they will be rewarded with a secret surprise. 

“Gruffalo Move” Alexa Skill is yet another first in a year that has seen a number of activations to celebrate the 20th anniversary of the publication of Julia Donaldson and Axel Scheffler’s enduringly popular illustrated children’s book. February saw The Gruffalo’s first appearance on a coin when the Royal Mint released a special commemorative 50p piece, and Royal Mail plc released a set of 10 commemorative Special Stamps, including four with specially commissioned new illustrations of the book’s characters from Axel Scheffler, in October.