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First US licensees revealed for Roald Dahl brand

Brand Activation Consulting unveils first nine licensees to join licensing programme.

The first nine licensees which will lead the Roald Dahl licensing programme in the US have been confirmed.

Brand Activation Consulting is working with The Roald Dahl Story Company in the territory, with principal Bob Traub saying the company has had “a great reception” to the brands.

The products – featuring Roald Dahl’s globally bestselling stories Matilda, Charlie and the Chocolate Factory, James and the Giant Peach and The BFG, in combination with Sir Quentin Blake’s iconic illustrations – will begin hitting US and Canadian shelves in the autumn.

New partners include Out of Print (apparel, accessories, gifting); Litographs (adult apparel, accessories, posters); Storiarts (book scarves, accessories, newborn blankets and caps); Culturenik (prints and gifting); Winning Moves (Top Trumps); Fiesta Crafts (hand and finger puppets); Riley Blake (fabric and fabric kits); Storybook Cosmetics (beauty); and Rococo Chocolates (confectionery).

“As one of the top storytellers of all time, Roald Dahl’s stories have already seen decades of success in North America in publishing, school and library programmes, feature films and live shows,” said Stephanie Griggs, licensing and design director at the Roald Dahl Story Company.

We’re really excited to be able to bring book-led licensed products to market via a group of great partners and with the help of BAC.”

Bob Traub, principal at Brand Activation Consulting, added: “We have had a great reception to the Roald Dahl brands. I love discussing the properties, as everyone – from kids to adults, has a favorite character and book by Roald Dahl.

“As the licensing programme continues to grow we look forward to giving those fans of all ages a new outlet to express their love of the stories.”

BAC will be highlighting the Roald Dahl properties on its booth (F124) at Licensing Expo next month.

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