Dahl’s Chocolate Factory Fetes 50 Years

The partners are lining up a number of initiatives and promotional events to celebrate the book, which has sold more than 20 million copies in over 50 languages.

DRi has already signed 18 partners to the Roald Dahl licensing program across toys, games, gifting and homewares.

Additionally, London’s West-End will debut Sam Mendes’ stage adaptation of

Charlie and the Chocolate Factory

this June.

“We see the 50th anniversary as not only a great way to promote Charlie and the Chocolate Factory products, but also as a platform to drive awareness of the consumer products inspired by his other titles such as

Fantastic Mr Fox

,

James and the Giant Peach

and

The Twits

,” says Alicia Davenport, licensing director, DRi. “We will be building cross-category events at retail as a means to show the great