The Roald Dahl brand celebrates biggest year to date through 2016

Robert Hutchins

By Robert Hutchins

December 19th 2016 at 10:11AM
The Roald Dahl brand celebrates biggest year to date through 2016

The brand has seen a year of new partnerships, exhibitions and extensive TV and radio broadcasts on the BBC and Channel 4 as well as the theatrical release of The BFG.

The Roald Dahl brand has seen its biggest year to date, having celebrated the centenary of the iconic children’s author with numerous events and the theatrical release of The BFG.

The brand has also seen a year of new partnerships, exhibitions and extensive TV and radio broadcasts on the BBC and Channel 4.

In celebration of the birthday itself on September 13th, Roald Dahl Day was celebrated with parties in schools, libraries and bookshops throughout the UK with over 4.5 million Roald Dahl party packs delivered to schools across the globe.

Meanwhile, Dahl’s birthplace of Cardiff was transformed into the City of the Unexpected with attractions that included a giant peach rolling through the streets. The weekend-long festivities were enjoyed by over 400,000 spectators.

New publishing deals rolled out during the year and on two occasions Roald Dahl titles topped the UK Bestsellers list. During the Roald Dahl Day week itself, book sales soared 34 per cent and seven Roald Dahl books charted in the children’s top ten.

No less than 295 new Roald Dahl products were launched at retail, using the new branding – with more still to come.

Alicia Davenport, licensing director at DRi, said: “We’re really looking forward to showcasing this fantastic property at BLE this week. It has been an absolutely amazing year for Roald Dahl and we’re excited to reveal the next whizzpopping chapter.”

Stephanie Griggs, the Roald Dahl Estate’s licensing and design manager, added: “We’re delighted with the results achieved so far in this milestone year. With all our new publishing and merchandising launches, Roald Dahl has never been so visible at retail heading into the last quarter of the year.”