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Roald Dahl Day initiatives abound at retail

Paperchase and Monsoon, plus partners such as Mr Kipling and Pritt Stick all running bespoke activity.

The Roald Dahl Story Company has revealed a host of bespoke activities, products and promotions with a diverse range of partners, taking place for Roald Dahl Day.

Taking place today (September 13 – Roald Dahl’s birthday), the activity further builds the brand, with a theme this year of Matilda and the bravery she inspires.

As the new school term gets underway, Paperchase has a Matilda Edit in its back to school range, from stationery to lunchboxes. Claim teacher discount if you’re a Miss Honey and check out Paperchase’s #13ActsofBravery online to face into the new academic year.

Meanwhile, children can ‘dress to be brave’ at Monsoon Children stores throughout the UK for the new term. The chain is also offering a free and exclusive special edition of Matilda – with the cover designed by the Monsoon Children’s designers – with purchases of £50.

For the second year running, the Roald Dahl Story Company is joining forces with the Natural History Museum. The Museum is strongly supporting the central theme of Matilda-inspired bravery by challenging its visitors to complete ’13 Acts of Bravery’ at the Museum including taking on a T-Rex.

Also back for the second year, Pritt Stick is the sponsor of the Roald Dahl Day Party Pack, which is central to the celebrations. Again, Matilda takes centre stage, with the pack including invitation templates, dress-up tips, craft activities, stickers, posters and an exclusive competition to the RSC’s Matilda the Musical.

YPO is once again the sponsor of the titchy toddler Roald Dahl Day Pack for Preschools, joining in the fun with The Enormous Crocodile. It is also the official sponsor of Roald Dahl lesson plans including new Matilda lessons for the new term.

After a summer of Matilda-inspired treats, the latest limited edition cakes from Mr Kipling launch this month – Formula 86 Vanilla Fancies and Grand High Witch’s Chocolate and Vanilla Slices.

Forestry England is supporting the collaboration on James and the Giant Peach, taking on 13 acts of bravery in the forests nationwide, while those treating themselves to the official Charlie and the Chocolate Factory Afternoon Tea at One Aldwych until September 18 can also sample a Miss Honey-inspired cocktail and Bruce Bogtrotter cupcake.

“It’s wonderful to be heading into Roald Dahl Day 2019 with such a strong and diverse roster of partnership activity,” said Sarah Read, partnerships manager at the Roald Dahl Story Company. “We’ve loved working with our top-drawer partners on bespoke product, promotions and experiences and it’s great to be continuing our long-term relationships as well as bringing new partners on board.

“As we move beyond Roald Dahl Day, our key title focus shifts from Matilda to The Witches – ahead of the major new WB movie for autumn 2020 – and we’re excited to start working up some fantastic opportunities in connection with that.”

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