The Very Group is working with The Roald Dahl Story Company on an exclusive range of pyjamas and bedding featuring the author’s popular characters.
The collaboration will also see the retailer donate all profits (at least 30% of the purchase price) from the sale of each item to reading charity, Coram Beanstalk.
The collection – for children aged 3-10 – starts at £15 and consists of three sets of matching bedding and six sets of children’s pyjamas inspired by Roald Dahl’s stories, worlds and characters.
These include Charlie and the Chocolate Factory, Fantastic Mr Fox and Matilda, while three additional sets will feature designs from the Enormous Crocodile, The BFG and The Witches.
“We are excited to be working with The Roald Dahl Story Company in our continuing work with our charity partner, Coram Beanstalk,” commented Carly O’Brien, chief marketing officer at The Very Group. “The distinct style of Roald Dahl stories is globally recognised, it made perfect sense to work together and drive donations for a much-needed charity in Coram Beanstalk after two academic years of disruption for children.”
Amy Lewis, head of Coram Beanstalk, added: “The work that we do is vital to help children read, have fun and ensure it becomes a favourite activity. This is why we’re so pleased to have collaborated with Very and The Roald Dahl Story Company on this charity collection – raising important money through a favoured bestseller makes perfect sense to us.”
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