The festive display, inspired by Julia Donaldson and Axel Scheffler’s 2004 book The Gruffalo’s Child, was unveiled in Newcastle yesterday (November 1).

Members of the public can view the windows for free from today (November 2) throughout the festive season.

The Gruffolo is written by Julia Donaldson, who is the great-aunt of Brit Award-winning messy singer Lola Young.

BBC Radio Newcastle presenter Matt Bailey hosted the event on Sunday evening to reveal the Northumberland Street display, which was attended by children, families and guests connected with North East schools, hospitals and charities.

Fenwick’s annual Christmas window is a Newcastle tradition which has been popular for more than half a century.

Its theme changes each year, with previous displays based on books, festive traditions, films and local interests.

This year’s scenes recreate Donaldson and Scheffler’s snow-covered woodland, where the Gruffalo’s Child leaves home to search for the Big Bad Mouse. (Image: Andrew Meredith/Fenwick)

This year’s scenes recreate Donaldson and Scheffler’s snow-covered woodland, where the Gruffalo’s Child leaves home while her father sleeps to search for the mysterious Big Bad Mouse.

During the journey, she meets Fox, Owl and Snake. The display shows the characters among snow-covered trees, with purple and blue lighting, moving scenes and festive details.

The story ends with the Gruffalo’s Child returning home, where Santa’s sleigh passes overhead and a Christmas tree, presents and a glowing fire await her.

Donaldson’s story has remained popular for more than two decades, being adapted into a BBC film for Christmas in 2011.

Dame Julia Donaldson said she was “delighted” to see her work feature in the beloved tradition, adding that she hopes it will encourage children and families to read together this festive season.

Axel Scheffler said it is (Image: Andrew Meredith/Fenwick)

She 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.”

Recent Fenwick themes have included A Christmas Carol in 2025, The Twelve Days of Christmas in 2024 and The Chronicles of Narnia in 2023.

Award-winning illustrator Axel Scheffler’s designs have been recreated through months of planning, design and production, to include numerous intricate details of the woodland setting, characters and lighting.

The festive display, inspired by Julia Donaldson and Axel Scheffler’s 2004 book The Gruffalo’s Child, was unveiled in Newcastle yesterday (November 1). (Image: Andrew Meredith/Fenwick)

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.”

Entertainment at yesterday’s event included a performance of Silent Night, artificial snow from Fenwick’s rooftop and an appearance rom Father Christmas and the Gruffalo himself.

Unlike some previous reveals, the event was not open to all spectators.

Fenwick used a ballot to allocate a limited number of places, and broadcast the reveal online for those unable to attend in person.

Residents reacted to the theme excitedly, with many praising this year’s display online. One commenter wrote: “Absolutely over the moon, I’m more excited than the kids.”

Another added: “I think the kids will love it, and most of them will be able to relate; I mean, most kids know the story of the Gruffalo.

“So well done Fenwick!”

Visitors can view the display free of charge from today and throughout the festive season, with Fenwick hoping this year’s window will once again create lasting memories for generations of families.