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TOTAL LICENSING
nationwide, merchandised on a dedi- more popular than it is today. His Nostalgia is clearly back in fashion
cated module to maximise in-store books have been translated into al- – both here and abroad - and the
impact. Treats for all the family include most 50 languages throughout the timeless appeal of Roald Dahl’s prolific
an Oompa-Loompa Party Cake, mini world. In the UK, Puffin has sold more work has firmly established him as a
Whizzpoppers and Mr Twit’s Wormy than 50 million copies of his books in perennial children’s classic.
Beard Cake! Tesco were drawn to the paperback – with over four million
Roald Dahl brand because of its qual- selling annually. Entertainment Rights Plc, whose
ity positioning and wholesome values 2007 saw Puffin re-jacketing their growing portfolio comprises over
as well as inherent Roald Dahl naugh- key titles with striking new covers in 3600 hours of content including popu-
tiness and fun – reflected in the range, strong contemporary colours, a look lar children’s, family and pop-culture
which uniquely feature on-pack activi- that will be reflected in the new Style brands. The company is showcasing
ties and games. Guide now available to licensees. new licensing and promotional cam-
Roald Dahl’s stories have been adapted paigns for some of its key brands in-
into films, operas, musicals and even an cluding Tinga Tinga Tales, Postman Pat
attraction at Alton Towers! Moreover, SDS, Guess with Jess and Finley the
the recent Charlie and the Chocolate Fire Engine.
Factory movie – starring Johnny Depp This year will see the international
and directed by Tim Burton – was one debut of Tinga Tinga Tales. Produced
of the fifty highest-grossing titles of by Tiger Aspect, creators of Charlie
all time, with a worldwide box office and Lola, the brand new pre-school
of half a billion dollars. Fantastic Mr series sees a return to traditional
Fox will be the next Roald Dahl tale African storytelling, with animal tales
to make the leap from page to screen, told through the eyes of Africa’s most
featuring the voices of George Cloon- diverse and loved animals. The series
ey and Meryl Streep, and scheduled is set for delivery Autumn 2009 with
for release by Twentieth Century Fox leading pre-school broadcast plat-
in Autumn 2009. forms, CBeebies (UK) and Disney
All this recent activity has given the Playhouse (US) onboard. A cross-cat-
property a real boost and mainstream egory licensing and merchandising
visibility internationally – further programme is in development includ-
Design stationery company Roger La afield, the Roald Dahl brand is grow- ing toys, publishing & DVD.
Borde launched a range of gift sta- ing and gaining increased recognition. The world’s favourite postman is back
tionery, also in July, with an inimitable As a hugely popular author in the US, and delivering more than ever with a
Roald Dahl twist. Products on offer the World of Roald Dahl has a new brand new series, Postman Pat Special
include photo albums and a whoppsy- agent for North America, where the Delivery Service airing on CBeebies
whiffling wallplanner. A major new ce- Wildflower Group officially launched this Autumn. The new show features
ramic gift partner has also been lined the property at June’s Licensing Show. an expanded diverse cast, a fleet of
up for launch early next year. Closer to home, the Roald Dahl prop- new vehicles, a new town and new
A striking new collection of contem- erty is also gaining strength in the storylines. Character Options is the
porary canvas prints featuring some Netherlands and has a major promo- master toy licensee for Postman Pat
of Roald Dahl’s best-known charac- tion planned with the large depart- with over fifty other licensees on-
ters has been launched by Fine Dig- ment store Hema from October. board. A range of products including
ital Print. The eight colourful prints
(500mm x 700mm in size) depicting
Quentin Blake’s unmistakable illustra-
tions, are printed on cotton canvas us-
ing archival inks and stretched ready
to hang.
Alicia Davenport, DRi’s Licensing Di-
rector said, “The Roald Dahl brand is
timeless, as relevant today as it was
when Roald’s first children’s book was
published back in the1940s. This is an
exciting time for the brand and we’re
delighted to welcome these new li-
censees to our already extensive UK
licensing programme.”
Roald Dahl’s work has never been
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