Fenwick unveils The Gruffalo’s Child Christmas windows at Newcastle store
Fenwick has unveiled its Christmas window display at its Newcastle store, which this year brings to life The Gruffalo’s Child, the children’s story by author Dame Julia Donaldson and illustrator Axel Scheffler.
Created in partnership with Macmillan Children’s Books and Magic Light Pictures, the display has reimagined the story with a festive twist, creating a Christmas experience that celebrates the joy of storytelling and reading together.
Subscribe to TRBThe display transports visitors into the deep, dark wood, where the Gruffalo’s child embarks on a daring adventure while her father sleeps. Set against a snowy woodland, the story unfolds as she tiptoes through the forest in search of the Big Bad Mouse, encountering familiar characters Fox, Owl and Snake along the way.
As the adventure continues, the little mouse casts a giant shadow beneath the moonlight, frightening the Gruffalo’s child and sending her scurrying back through the snowy woodland.
With Santa’s sleigh gliding through the night sky, the story takes a festive turn as she returns to her cosy home, complete with a twinkling Christmas tree, wrapped presents and a glowing fire. The display concludes with the Gruffalo’s child snuggled up beside the Gruffalo, surrounded by the warmth and magic of Christmas.
Donaldson said: “It’s wonderful to see The Gruffalo’s Child brought to life in such a magical way at Fenwick.
“The Fenwick Christmas windows are such a loved tradition in Newcastle, and I’m delighted that the story will be part of creating special memories for families this year. I also hope the windows inspire children and families to discover, or rediscover, the joy of reading together.”
Scheffler said: “It’s a real pleasure to see the world of The Gruffalo’s Child brought to life on such a grand scale.
“From the snowy forest and much-loved characters to the movement within the windows, it’s wonderful to see my illustrations transformed into something so imaginative and full of life. I hope families enjoy discovering all the little details and that the windows bring plenty of smiles to children and grown-ups alike this Christmas.”
Fenwick said the display took months of planning, design and production, with the story turned into a series of animated Christmas scenes. The reveal has been a North East festive tradition for more than 50 years, bringing families together on Newcastle’s Northumberland Street to mark the start of the Christmas season. Last year, the display was a modern reinterpretation of ‘A Christmas Carol’ by Charles Dickens.
The event now attracts national attention and, through its annual livestream, reaches audiences around the world. Among those invited to the unveiling were children and families from Fenwick’s partner schools, hospitals and charities, as well as winners of the Christmas Window Reveal ballot.
Mia Fenwick, chief executive of Fenwick, said: “For generations, the unveiling of the Fenwick Christmas Window has marked the start of the festive season, bringing families together from across the North East and beyond.
“Bringing The Gruffalo to our windows has been a long-held ambition, and we couldn’t be more delighted to make it happen in such a special year for this much-loved character.
“Dame Julia Donaldson’s wonderful storytelling and Axel Scheffler’s iconic illustrations have captured the imaginations of children around the world, and we can’t wait to bring their world to life this Christmas in a celebration of the magic of storytelling.”
