Charlie’s 50th anniversary to drive consumer product awareness

Charlie and the Chocolate Factory consumer product sales look set to receive a boost from the brand’s 50th anniversary in 2014.

The popular Roald Dahl book’s milestone will be celebrated with marketing and promotional activities for Dahl’s literary estate, publishers and other partners throughout the year. 

DRi Licensing, which manages the Roald Dahl licensing programme, is expecting big things.

Alicia Davenport, Licensing Director at DRi, said: “We see the 50th Anniversary as not only a great way to promote Charlie and the Chocolate Factory products, but also as a platform to drive awareness of the consumer products inspired by his other titles such as Fantastic Mr Fox, James and the Giant Peach and The Twits.

"We will be building cross category events at retail as a means to show the great collection of product within the Roald Dahl programme. 

"This is an especially exciting time as 2015 sees 10 years since the opening of the award-winning Roald Dahl Museum in Great Missenden, whilst in 2016, we will be marking globally the centenary of Roald Dahl’s birth."

The Roald Dahl programme consists of 18 partners across toys, games, gifting and homewares for both adults and children.

Over 20 million copies of Charlie and the Chocolate Factory have been sold in more than 50 languages.

Total Roald Dahl worldwide book sales are in the region of ten million per year. In a recent poll commissioned for International Children’s Book Day, Dahl was named “best children’s author of all time” by parents and children. 

The Dahl brand operates across multiple platforms including film, TV, digital and live events. 

The three official Roald Dahl Facebook pages collectively have 700,000 likes. 

London’s West-End welcomed the eagerly anticipated Sam Mendes stage adaptation of Charlie and the Chocolate Factory this month, adding to the 2014 anniversary plans.

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