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The Roald Dahl brand celebrates biggest year to date through 2016

The Roald Dahl brand has seen its biggest year to date, having celebrated the centenary of the iconic children’s author with numerous events and the theatrical release of The BFG.

The brand has also seen a year of new partnerships, exhibitions and extensive TV and radio broadcasts on the BBC and Channel 4.

In celebration of the birthday itself on September 13th, Roald Dahl Day was celebrated with parties in schools, libraries and bookshops throughout the UK with over 4.5 million Roald Dahl party packs delivered to schools across the globe.

Meanwhile, Dahl’s birthplace of Cardiff was transformed into the City of the Unexpected with attractions that included a giant peach rolling through the streets. The weekend-long festivities were enjoyed by over 400,000 spectators.

New publishing deals rolled out during the year and on two occasions Roald Dahl titles topped the UK Bestsellers list. During the Roald Dahl Day week itself, book sales soared 34 per cent and seven Roald Dahl books charted in the children’s top ten.

No less than 295 new Roald Dahl products were launched at retail, using the new branding – with more still to come.

Alicia Davenport, licensing director at DRi, said: “We’re really looking forward to showcasing this fantastic property at BLE this week. It has been an absolutely amazing year for Roald Dahl and we’re excited to reveal the next whizzpopping chapter.”

Stephanie Griggs, the Roald Dahl Estate’s licensing and design manager, added: “We’re delighted with the results achieved so far in this milestone year. With all our new publishing and merchandising launches, Roald Dahl has never been so visible at retail heading into the last quarter of the year.”

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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