The Roald Dahl Literary Estate gears up for centenary of the iconic children's author with a programme of new licensing activity.

First ever Roald Dahl app launches ahead of author’s 100th anniversary

The Roald Dahl Literary Estate is preparing to celebrate the 100th anniversary of the famous storyteller next year, with a roster of new licensing activity.

Kicking off the programme, this week sees the launch of the first ever app to feature some of the author’s iconic characters, including the title characters from The Twits.

The app, titled Twit or Miss also features artwork inspired by the now iconic illustrations of Quentin Blake and sees Mr. Twit tucking into a meal while sending morsels of his food flying in the direction of a sleeping Mrs. Twit.

If the food wakes her up, she will whack Mr. Twit with her stick and it’s game over.

The launch of the app follows the arrival of a Roald Dahl promotion with Unilever’s Persil brand, encouraging families to get outside and take part in the Messy Adventure campaign with James (of James and the Giant Peach), Matilda and The Witches with an interactive digital game.

The firm is also preparing a refreshed style guide for next year, focusing on three key Roald Dahl titles. The new look guide was revealed at this year’s Licensing Expo in Las Vegas by the Roald Dahl licensing agent, DRi.

The guide will be launched to inspire new products at retail from summer next year with new licensees currently being signed.

A roster of high-profile events for the Roald Dahl is also scheduled for next year, with TV, radio, digital and retail activity planned throughout 2016.

Next year will also see the release of the highly anticipated Steven Spielberg movie, The BFG from Disney and Dreamworks.

“There has never been a bigger and better time to be part of the Roald Dahl brand with our expansion into inventive apps, our best-in-class partnerships and our continual focus on bringing the characters to life in new products and new ways,” said John Collins, brand marketing director at the Roald Dahl Literary Estate.

“Add to that the Roald Dahl 100 celebrations in 2016 and it points to an amazing new chapter for the world’s number one storyteller, his unforgettable characters and his unparalleled imagination.”

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