DRi makes apparel move with Roald Dahl - Licensing.biz

DRi makes apparel move with Roald Dahl

CK Productions to roll out adult t-shirts featuring characters from author's stories.
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The World of Roald Dahl is set to move into the apparel sector, after DRi Licensing struck a deal with CK Productions to produce a line of adult t-shirts.

The range will feature characters from the author's best selling stories, illustrated by artist Quentim Blake.

New children's, junior and men's apparel lines will include knit tops and bottoms, loungewear and boxer shorts, all planned for distribution to mid-tier and speciality stores. First shipments have taken place and more are planned for throughout the year.

"We're delighted to be welcoming CK Productions to the wonderful world of Roald Dahl - they're an incredibly innovative company and are planning some really exciting designs and treatments," said Alicia Davenport, licensing director at DRi.

"Nostalgia really is back in fashion and it's fantastic that the brand's appeal increases year on year both here and abroad. We are extremely optimistic about what is in store for 2010."

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