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James and the Giant Peach plans gather pace

Title is latest to be introduced into the core Roald Dahl licensing programme.

The licensing programme around Roald Dahl’s James and the Giant Peach is continuing to build, with a number of partners on board.

The title is the latest to be introduced into the core Roald Dahl licensing programme.

A host of products are due to launch throughout 2018 including an extensive back-to-school stationery range from Portico; exploration and adventure kits, daywear and nightwear, dress-up from Smiffy’s; hand and finger puppets from Fiesta Crafts; a range of greeting cards from Danilo; plus an extensive range of quirky ceramics and children’s homeware lines from Creative Tops.

The Roald Dahl Literary Estate is now looking to add further product lines to the range to further expand the programme following the key themes of exploration, adventure and nature.

Publishing will be a key pillar for the brand, kicking off in February with a novelty edition of the well-loved story book complete with fuzzy peach stickers, and a James’s Giant Bug non-fiction activity book. This will be followed up by a sticker activity book later in spring.

Stephanie Griggs, licensing and design director at the Roald Dahl Literary Estate, said: “We’re really looking forward to the calendar year of James and the Giant Peach themed events, brand partnerships and marketing initiatives, which will kick off in January and be under-pinned by World Book Day in March and Roald Dahl Day in September.”

Alicia Davenport, DRi’s licensing director, added: “We had a fantastic BLE presenting James product concepts and the brand new style guide. We were delighted by the positive reaction. The story is such a well-loved classic, it’s the perfect title to focus on for 2018.”

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