Roald Dahl secures licensing agent Down Under

by TnP Staff
Published: 6 September 2018, 10:55
Quick Link: www.toysnplaythings.co.uk/qaqhc

Global Licensing NZ Ltd appointed to handle the beloved brand in Australia and New Zealand

The Roald Dahl Story Company has appointed Global Licensing (NZ) Limited to develop and manage the classic merchandise licensing programme for Roald Dahl for Australia and New Zealand.

Global has the rights to license the Roald Dahl stories Charlie and the Chocolate Factory, The Enormous Crocodile, The BFG, James and the Giant Peach and Matilda together with Quentin Blake’s iconic illustrations.

Mark Paul, Director at Global Licensing (NZ), said: "Roald Dahl is one of the world’s most popular children’s authors with almost universal brand awareness. He has sold over 250 million books, is Australia’s number one selling backlist author, and a book is sold every 2.6 seconds! His titles have been translated into 61 languages and been made into many classic movies, musicals and stage productions. The Roald Dahl brand is heavily involved across social media and we have the benefit of Roald Dahl Day on September 13 annually."

"Next year will be huge for Roald Dahl in Australia and New Zealand. The Roald Dahl Story Company will be celebrating the 30th Anniversary of Matilda, we will have a McDonald’s promotion running from January to March and the hugely successful “Charlie & The Chocolate Factory: The New Musical” will run in Sydney from January to April. Over 3 million people have seen this production on Broadway & in the West End. We have a national promotion called “The Imaginormous Challenge” running from January through July, followed by Book Week August 17-24 and then Roald Dahl Day on September 13, a major promotional opportunity for licensees and retailers celebrating the author’s birthday.

"This classic publishing brand has enjoyed tremendous licensing success in the UK, so we will be working closely with The Roald Dahl Story Company and Penguin Books to ensure we achieve similar success in Australia & New Zealand. We have a wonderful opportunity to launch products not only for the kids who are reading and enjoying Roald Dahl’s books today, but also for the older fans who have loved these books for many years.  What I am particularly excited about is that these new products will feature the fantastic artwork of Quentin Blake, one of the world’s foremost illustrators of children’s book."

Stephanie Griggs, Licensing and Design Director at the Roald Dahl Story Company added: "We’re delighted to be working with Mark Paul to bring a coordinated licensed product range to Australia and New Zealand, to compliment the brilliant work Penguin Random House are doing on book, and our partners are doing across the theatrical and promotional divisions. Australia is a key market for the books, and brand awareness is extremely high – with both Roald Dahl and Quentin Blake beloved across the territory. I can’t wait to begin working with some fantastic licensees over there across categories such as apparel & accessories, homewares, toys, puzzles & games, giftware, health & beauty, greeting cards & stationery."