New chapter in Roald Dahl licensing tale

Bakery line and stationery collection launching this summer, plus ceramic gifts on way early next year.
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DRi is continuing to grow the licensing programme surrounding Roald Dahl.

July will see the launch of a major bakery line, exclusive to Tesco. A range of 16 cakes will go on sale nationwide, merchandised on a dedicated module to maximise in-store impact. The range will include the likes of Oompa-Loompa Party Cake to tubs of mini Whizzpoppers and Mr Twit's Wormy Beard Cake.

Also in July, stationery firm Roger La Borde will roll out a line of stationery including photo albums and a 'whoppsy-whiffling' wallplanner.

A major new ceramic gift partner has also been lined up with plans for a colourful range of tableware, kitchen and cookware for launch early next year.

"The Roald Dahl brand is timeless, as relevant today as it was when Roald's first children's book was published back in the 1940s," said Alicia Davenport, licensing director at DRi. "This is an exciting time for the brand and we're delighted to be welcoming these new licensees to our already extensive UK licensing programme."

Roald Dahl's books have been translated into almost 50 languages throughout the world. In the UK, Puffin has sold more than 50 million copies of his books in paperback - with over four million selling annually.

On top of this, The World of Roald Dahl has a new agent in North America, with the Wildflower Group officially launching the property at Licensing International next month.

The property is also gaining strength in the Netherlands and has a major promotion planned with the large department store Hema from October.

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