As the classic children’s story Charlie and the Chocolate Factory nears its 50th anniversary in 2014, the literary estate of author Roald Dahl and its partner DRi Licensing are prepping a range of celebrations.
The partners are lining up a number of initiatives and promotional events to celebrate the book, which has sold more than 20 million copies in over 50 languages.
DRi has already signed 18 partners to the Roald Dahl licensing program across toys, games, gifting and homewares.
Additionally, London’s West-End will debut Sam Mendes’ stage adaptation of Charlie and the Chocolate Factory this June.
“We see the 50th anniversary as not only a great way to promote Charlie and the Chocolate Factory products, but also as a platform to drive awareness of the consumer products inspired by his other titles such as Fantastic Mr Fox, James and the Giant Peach and The Twits,” says Alicia Davenport, licensing director, DRi. “We will be building cross-category events at retail as a means to show the great collection of product within the Roald Dahl program.”