Roald Dahl to Bring Tales to AUS, New Zealand

The Roald Dahl Story Company has tapped Global Licensing (NZ) to oversee the classic merchandise licensing program for the Roald Dahl brand in Australia and New Zealand.

Global Licensing will extend Dahl’s literary portfolio, which includes Charlie and the Chocolate Factory, The Enormous Crocodile, The BFG, James and the Giant Peach and Matilda as well as Quentin Blake’s iconic illustrations, across the region.

Next year, The Roald Dahl Story Company will celebrate the 30th-anniversary of Matilda at McDonald's from Jan. through March. “Charlie & The Chocolate Factory: The New Musical” will run in Sydney from Jan. through April. In addition, a national promotion, dubbed The Imaginormous Challenge, will take place from Jan. through July and Roald Dahl Day on Sept.13.

“We’re delighted to be working with Mark Paul to bring a coordinated licensed product range to Australia and New Zealand, to complement the brilliant work Penguin Random House is doing on the book and our partners are doing across the theatrical and promotional divisions,” says Stephanie Griggs, licensing and design director, Roald Dahl Story Company. “Australia is a key market for the books, and brand awareness is extremely high – with both Roald Dahl and Quentin Blake beloved across the territory. I can’t wait to begin working with some fantastic licensees over there across categories such as apparel & accessories, homewares, toys, puzzles & games, giftware, health & beauty, greeting cards & stationery.”