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Roald Dahl Story Company unveils licensing roadmap

Company outlines plans for Roald Dahl Day and beyond.

With the approach of Roald Dahl Day on September 13 – the annual, global celebrations of the world’s number one storyteller – the Roald Dahl Story Company has revealed the expansion of existing licences, as well as fresh partnerships in new product categories carrying through from the summer through the autumn and well into the festive season.

Following the success of its existing BFG and Matilda toiletries range, this summer the Roald Dahl Story Company’s partnership with Bloom & Blossom has evolved further with the launch of five handwashes. They will encourage even the most reluctant of handwashers to get clean with a little help from; Matilda’s Miraculous Hand Wash, Charlie’s Glorious Hand Wash, James’ Magical Hand Wash, George’s Marvellous Hand Wash and even The Twits Wicked Hand Wash.

The handwashes, are now available in Ocado, Waitrose and Sainsbury’s.

Consumers can also expect a range of new developments in the home category with a number of homeware and gift items due to launch ahead of the September 13 celebrations.

These include new licensee Dreamtex, which will launch a range of Matilda-inspired bedding. In addition, Widdop is rolling out its most extensive Roald Dahl range to date spanning nightlights, moneyboxes, clocks, book shelves and cushions.

Meanwhile, 17 skus are being added to The Book People’s existing gift and stationery collection with a Matilda-focused product range. New launches continue into autumn with new food and gifting lines from Kimm & Miller and Scoop.

2019 will conclude with a new venture for the Roald Dahl Story Company as it makes its first foray into the world of eyewear. From October half-term, International Eyewear will activate the first eyewear licence for the brand with 12 children’s glasses skus across five Roald Dahl titles available in Vision Express. There are also plans to roll out the range across independent retailers thereafter.

“It’s a hugely exciting time for the Roald Dahl Story Company and our licensing partners,” said Rebecca French, senior licensing manager at the Roald Dahl Story Company. “We’re enjoying working creatively with our existing licensees to expand the range of their Roald Dahl offering. At the same time, we are welcoming brilliant new partners on board and launching significant new product categories.

“Roald Dahl has a growing presence in licensed product across multiple titles already, and this is set to expand further as we look towards spring 2020.”

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