Roald Dahl Plans North American Expansion

NORTH AMERICA–The Roald Dahl Literary Estate has signed on Brand Activation Consulting to serve as the exclusive North American licensing agent for the late author’s portfolio of brands.

April 6, 2018

Roald Dahl Plans North American Expansion

Brand Activation Consulting is on board to extend the late author’s works into toys, games, apparel, stationery, promotions and more.


The new licensing program will aim to highlight

Charlie and the Chocolate Factory, James and the Giant Peach, Matilda



in categories such as toys, plush, games, apparel, accessories, stationery, home, school supplies, promotions, collector’s products and more.

“2016 marked Roald Dahl’s 100th birthday and the best publishing sales year in Roald Dahl’s history in North America,” says Stephanie Griggs, licensing and design director, The Roald Dahl Literary Estate. “Based on the increasing requests and demand in the market and after over a decade of successful licensing in the U.K., we knew the time was right to launch the licensing here. With a wealth of experience in the industry, BAC was a natural choice for us to partner with. We’re so excited to see product on shelf.”

The first Roald Dahl-inspired

merchandise is scheduled to hit U.S. and Canadian retailers in spring 2018.

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