The Roald Dahl Story Company chomps into pre-school sector with The Enormous Crocodile

The Roald Dahl Story Company is gearing up to launch a new licensing and publishing programme, this time targeting the pre-school market.

The move will be led by the perennial pre-school favourite property, The Enormous Crocodile which will be taking a bite out of the plush, puzzles, pyjamas and dress up sectors.

Rainbow Designs will be leading the charge with its plush collection, while Paul Lamond is readying a new 24-piece floor puzzle and memory card game tin. Fabric Flavours has a line of apparel and pyjamas, while Smiffy’s dress-up range will sit alongside a new publishing programme from Penguin Random House.

Illustrated by Sir Quentin Blake, the new books use the Enormous Crocodile’s secret plans and clever tricks to introduce key themes of Numbers and Opposites.

The range will launch in key retailers in June this year.

The Enormous Crocodile is a top ten Roald Dahl best-seller, with more than half a million copies sold in the UK alone.

Stephanie Griggs, licensing and design director at The Roald Dahl Story Company, said: “It’s so exciting to open up Roald Dahl’s stories and characters to a pre-school audience for the first time.

“The colour palette and artwork really help set the range apart from our older targeted licensing, and we are looking forward to building a long-term programme with the Enormous Crocodile as a fearsome (and very hungry) cornerstone.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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