Licensing agency DRi has revealed that the new branding designed for The Roald Dahl Literary Estate has been positively received.
The Roald Dahl brand has been reworked creatively over the last year, and the new branding has been featured in various consumer promotions, including Persil and McDonalds.
Alicia Davenport from DRi, said: “There has already been a fantastic response to the new branding, resulting in a flurry of fabulous new licensees.
“The new style guides unlock the huge potential of the Roald Dahl brand, and we have some very exciting new products hitting stores during 2016 and beyond.”
The new branding coincides with the 100th anniversary since the birth of Roald Dahl, and celebrations will be delivered throughout the year to mark the occasion.
Roald Dahl’s centenary, which has been dubbed Roald Dahl 100, will include a BBC season of programming, the release of the big screen adaptation of The BFG, and rebranding of all Roald Dahl’s children’s titles.
In addition, as part of the licensing deal with DRi, three Roald Dahl stories, including Charlie and the Chocolate Factory, Matilda and The BFG, will receive new style guides.
Stephanie Griggs, licensing manager for the Roald Dahl Literary, added: “The new look will be key to achieving standout and consistency on licensed products for the three hero titles.
“Building three programmes under the Roald Dahl umbrella will help licensees and retailers have a clearer sense of our licensing vision and deliver a bolder, more streamlined brand experience to consumers.”