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Roald Dahl unveils new eyewear with Vision Express

New licensee International Eyewear to launch 12 children’s frames across five titles.

The Roald Dahl Story Company has made a new venture into the world of eyewear.

New licensee International Eyewear has secured the first optical licence for the brand. It will launch 12 children’s frames across five Roald Dahl titles in Vision Express from Thursday October 17.

“We are thrilled to be launching the first ever Roald Dahl eyewear collection,” said Samantha Roberts, sales director at International Eyewear. “The stories, worlds and illustrations breath life into this must have children’s collection.”

Alisha Fallon, brand design manager at The Roald Dahl Story Company, added: “We have thoroughly enjoyed working with the International Eyewear team to bring this collection to market and are very much looking forward to seeing it in-store.”

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