Fenwick has unveiled its 2026 Christmas window display at its flagship store, bringing the much-loved children’s book The Gruffalo’s Child to life.
The department store revealed this year’s festive installation on Sunday, with the display inspired by Dame Julia Donaldson’s 2004 story, illustrated by Axel Scheffler.
Created in partnership with Macmillan Children’s Books and Magic Light Pictures, the installation features animated woodland scenes depicting the Gruffalo’s Child’s journey through a snowy forest in search of the Big Bad Mouse.
The display incorporates moving characters, intricate scenery and festive lighting, alongside a specially recorded soundtrack performed by the Royal Northern Sinfonia.
Thousands of people tuned in to watch the unveiling online, while invited guests, including families from local schools, hospitals and charities, attended the reveal on Newcastle’s Northumberland Street.
Fenwick chief executive Mia Fenwick said bringing the Gruffalo to the retailer’s Christmas windows had been a “long-held ambition”.
She added that the display celebrates the storytelling of Donaldson and Scheffler, whose characters have captured the imaginations of children around the world.
Donaldson welcomed the collaboration, saying she hoped the windows would inspire families to discover or rediscover the enjoyment of reading together.
Fenwick has also launched an exclusive The Gruffalo’s Child Christmas bauble, available in-store and online, with a donation from sales going towards the National Literacy Trust.
Fenwick’s annual Christmas window unveiling has been a fixture of Newcastle’s festive calendar since 1971, attracting visitors to the city centre and marking the start of the Christmas shopping season.
Last year’s display was inspired by Charles Dickens’ A Christmas Carol, with illustrations by Chris Riddell.
The Gruffalo’s Child installation is open to the public from today, and will remain on display until early January 2027.
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