The BFG strides Down Under as The Roald Dahl Company enters new territories

Classic Roald Dahl characters like The BFG will soon be making giant strides across Australia and New Zealand thanks to a new deal from The Roald Dahl Story Company.

The firm has appointed Global Licensing Limited to develop and manage the merchandise licensing programme for Roald Dahl across the region, with a focus on the titles Charlie and the Chocolate Factory, The Enormous Crocodiel, The BFG, James and the Giant Peach and Matilda.

2019 has tipped to be a “huge year” for the Roald Dahl brand across Australia and New Zealand is the company prepares to celebrate the 30th anniversary of Matilda as well as a strong of major campaigns around the author.

Mark Paul, director of Global Licensing, said: “Roald Dahl is one of the world’s most popular children’s authors with almost universal brand awareness. He has sold over 250 million books, is Australia’s number one selling backlist author, and a book is sold every 2.6 seconds.

“2019 will be a huge year for Roald Dahl in Australia and New Zealand. The Roald Dahl Story Company will be celebrating the 30th anniversary of Matilda, we will have a MCDonald’s promotion running from January to March and the hugely successful Charlie and the Chocolate Factory: The New Musical will run in Sydney from January to April.

“W have a national promotion call The Imaginormous Challenge running from January through July, followed by Book West August 17th to 24th and then Roald Dahl Day on September 13th, a major promotional opportunity for licensees and retailers celebrating the author’s birthday.”

The licensing firm will be working closely with the Roald Dahl Story Company and Penguin Books to mirror the success the brand has seen in the UK.

Stephanie Griggs, licensing and design director at the Roald Dahl Story Company, added: “We are delighted to be working with Mark Paul to bring a co-ordniated licensed product range to Australia and New Zealand, to compliment the brilliant work Penguin Random House is doing on book, and our partners are doing across the theatrical and promotional divisions.

“Australia is a key market for the books and brand awareness is extremely high – with both Roald Dahl and Quentin Blake beloved across the country. I can’t wait to begin working with some fantastic licensees over there across categories such as apparel and accessories, homewares, toys, puzzles and games, giftware, health and beauty, greetings cards and stationery.” 

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