News Q&A with Tall Stories' Toby Mitchell and Olivia Jacobs

Award-winning theatre company Tall Stories has travelled all across the world with its stage adaptation of The Gruffalo, the beloved book by Julia Donaldson and Axel Scheffler. The company begins its 25th anniversary celebrations for the show by visiting Cast. 

We spoke with Toby Mitchell, Tall Stories co-founder and Artistic Director, and Olivia Jacobs, co-founder and Director of The Gruffalo, who share the secrets of the play’s lasting success and why they are still inspired by the story after all these years.

Nowadays, everyone has heard of The Gruffalo. But how did the stage adaptation first come about?

Toby: Back in 1999, Tall Stories was a tiny Fringe company. My day job was editor for Macmillan Children's Books. Olivia and I were looking for an idea for a show for ages 3 and up. We read The Gruffalo as Macmillan published it and instantly fell in love with it! We were delighted when Julia Donaldson and Axel Scheffler said we could adapt their book for the stage.

Olivia: We met with Julia and promised to use all the rhymes and to be true to the spirit and the illustrations of the book. In hindsight I don't think audiences would ever have allowed us to change the rhymes - they know them by heart and join in often. When we were first developing the show, we had no idea that the book would become such a huge worldwide phenomenon. 

Why do you think the show has continued to captivate audiences for 25 years? How do you keep the show alive for yourselves, and for new generations?

Toby: While our adaptation of The Gruffalo celebrates its 25th anniversary this year, much of the show is fresh and new this time round. We never rest on our laurels! 

Olivia: We're always seeking new ways to connect with our audience, and get them laughing. Aiming to strike just the right balance between scary and funny for The Gruffalo, experimenting with new ideas to help give Owl a sense of flight, to trace Mouse's journey more vividly, or to give Fox more movement that suits his confident, cheeky nature. 

It’s that sense of playfulness, audience connection and creativity that make Tall Stories shows so special, and never the same twice.

Toby:  The Gruffalo is full of silliness and play, with moments of truth and beauty added to the mix. It’s the ideal way to build the audience’s imagination and confidence while simply having fun and joining in. Our style of storytelling theatre is great for children’s development, and it’s the best way to involve our audiences. By using their imaginations, they become partners or participants in the story, not just spectators. This shared experience creates memories that last long after our audiences leave the theatre. 

We've always made our performances as affordable and accessible as we can, so it's amazing to have performed The Gruffalo to over three million children and their grown-ups over the years. Many of our early young audience members are now adults and bring their own children to the show. 

Can you share some of your personal reflections and highlights from the last 25 years?

Olivia: There are so so many memorable moments. At the 2001 Edinburgh Fringe, Toby and I buying a copy of The Scotsman newspaper and seeing 5 stars for The Gruffalo on the FRONT PAGE of the festival supplement. Walking to work around Sydney’s Circular Quay on my way to open the show at Sydney Opera House. My parents coming all the way out to watch. 

Toby: Opening the show in New York – stepping out of Stage Door and into Times Square. Working with brilliant companies in Germany and South Africa to create their versions of The Gruffalo in different languages. 

Olivia: I remember being terribly nervous when Julia and Axel first came to see the show. Their genius has inspired us. They’ve both been hugely supportive over the 25 years that we’ve worked together.  Their positive response means a great deal and I hope we continue to do their brilliant story proud. It’s amazing to look back with Toby, seeing how the show has changed and grown over 25 years. Still feeling proud of it. It really is a beast. 

And what about the next 25 years, what’s next for Tall Stories?

Toby: We’ll continue touring all of our much-loved shows, around the UK and the world - we’d love to come back to Doncaster! Keep an eye out for The Gruffalo’s Child, Room on the Broom, The Snail and the Whale, The Smeds and The Smoos and The Elmer Adventure. We also plan to tour some of our smaller shows again, and we’ll have a couple of brand new shows to reveal very soon. We want to share the fun of storytelling theatre!