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This year marks the 100th anniversary since the birth of Roald Dahl, and celebrations will be delivered throughout the year to mark the occasion.

The Roald Dahl Literary Estate enjoys positive response to new branding

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.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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