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April 6, 2018
In partnership with licensing agency DRi, the Roald Dahl Literary Estate has developed a new licensing strategy and unveiled plans for the author’s 100th birthday.
The new licensing strategy will offer a more focused, contemporary and creative approach with a core focus on Dahl’s most popular stories–Charlie and the Chocolate Factory, Matilda and The BFG. New style guides have been developed for each title as well as new color palettes, placements, icons and more. Sir Quentin Blake’s iconic imagery will also remain with the brand.
“The new look will be key to achieving standout and consistency on licensed products for the three hero titles,” says Stephanie Griggs, licensing manager, The Roald Dahl Literary Estate. “Building three programs 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.”
“There has already been a fantastic response to the new branding, resulting in a flurry of fabulous new licensees,” says Alicia Davenport, co-founder and director, DRi. “The new style guides are unlocking the huge potential of the Roald Dahl brand, and we have some very exciting new products hitting stores during 2016 and beyond.”
Then, in honor of Dahl’s 100th birthday, this year will feature celebrations from the BBC, the release of Steven Spielberg’s The BFG and re-jacketing of the full library of Dahl’s children’s titles and more.
Fans of Dahl will also be able to experience the new “The Wondercrump World of Roald Dahl,” which will feature archival material from the Roald Dahl Museum and Story Centre. The experience will take visitors through immersive worlds that explore Dahl’s life, characters and stories.
The exhibition will be at London’s Southbank Centre from Feb. to July and then move to the Wales Millennium Centre in Cardiff, where Dahl was born, in August.
Additionally, the Hay Festival of Literature will celebrate Dahl with a range of special programming in May.
The BBC will also be celebrating by airing the documentary Roald Dahl: In His Own Words and coverage of Dahl during Get Reading, a campaign celebrating great authors and their work.
Then, on Sept. 13, Dahl’s birthday, there will be parties in schools, libraries, bookshops and community settings not only in the U.K. but internationally. The following weekend, Cardiff will turn into “The City of the Unexpected.”
The yearlong celebration will end with two stage shows of Charlie and the Chocolate Factory and Matilda, as well as a new Christmas TV adaptation of Revolting Rhymes by animation studio, Magic Light.
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