Roald Dahl Literary Estate taps new US licensing agent

Brand Activation Consulting will manage the launch of new toys, stationery and games inspired by some of Roald Dahl's most iconic stories.
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Some of Roald Dahl’s most iconic stories, including Matilda and The BFG, are set to hit US and Canadian shelves next spring.

The news comes as Roald Dahl Literary Estate appoints Brand Activation Consulting LLC (BAC) as its exclusive North American licensing agent.

“2016 marked Roald Dahl’s 100th birthday and the best publishing sales year in Roald Dahl’s history in North America,” said Stephanie Griggs, licensing and design director at The Roald Dahl Literary Estate.

“Based on the increasing requests and demand in the market and after over a decade of successful licensing in the UK, we knew the time was right to launch the licensing here. With a wealth of experience in the industry, BAC were a natural choice for us to partner with. We’re so excited to see product on shelf.”

Categories for the brand will span toys, plush, apparel games, stationery, accessories, school and library supplies, as well as collector’s products.

Bob Traub, principal of Brand Activation Consulting added: “With 50 years of brand equity supported by a successful ongoing publishing program with Penguin Random House, entertainment, award winning musicals, apps, promotions and new media, the universal, multi-generational awareness of the Roald Dahl stories provide an enormous untapped opportunity for the North American market in both licensed products and promotions.” 


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