Internet sensation MC Grammar wowed the crowds in London with his amazing rap version of The Gruffalo at a special pop-up shop celebrating the 20th anniversary of the much-loved children’s favourite.
MC Grammar – aka primary school teacher Jacob Mitchell – shot to fame last month when a video of him rapping The Gruffalo to his young daughter went viral, gaining more than five million views and leading to a string of media appearances including This Morning in the UK and the Ellen show in the US.
He was the perfect addition to the exciting activities taking place over half term week at the Gruffalo pop-up shop in London’s Covent Garden to mark 20 years of one of literature’s best-loved children’s characters.
Daryl Shute, Brand Director Magic Light Pictures said: “Celebrating 20 years of The Gruffalo is really important to us and we have been trying to create as many ways for families to interact with the brand as possible. It’s been wonderful to see children exploring the shop, watching films, listening to stories, and meeting the Gruffalo.”
MC Grammar said: “It’s was a real honour performing at the Gruffalo pop up shop. Julia and Axel have put together a masterpiece which has entertained children for generations, my kids love it, I love it and I read it all the time, so to perform here and share my interpretation of the book is fantastic.”
Spread over two magical floors, the shop gave Gruffalo fans a unique immersive experience. In addition to a dedicated retail space there were arts and crafts, storytelling sessions, free film screenings and special appearances from the Gruffalo throughout the day.