Leading names come together for inspirational range of children’s products

At this year’s BLE the Natural History Museum (stand N80) and The Roald Dahl Story Company (B15) are announcing plans for a collaboratively co-branded product range that will bring to life the many animals featured in Roald Dahl’s globally-loved stories. The range, which is exploring such categories as science kits, puzzles/games, paper products, craft/activity items, plush and apparel, will be aimed at boys and girls aged from 5-11.

Combining Roald Dahl’s humour, storytelling and love of the outdoors, with the Natural History Museum’s knowledge and authentication of the natural world, the partnership aims to create a range of products that are fun, engaging and – of course – inspire a love of nature in children everywhere. The designs will reference a number of Roald Dahl’s iconic stories, including James and the Giant Peach, Fantastic Mr Fox, The Enormous Crocodile and Matilda, bringing them together with the scientific expertise of the Museum to offer a product range that sets out to engage and excite inquisitive children that adore Dahl’s stories, doing it in a fun and educational way.

The range will also highlight key themes relevant to the Museum and its work, including helping animals to flourish in their natural surroundings, looking after the environment, and fun, educational learning (STEM).

The Roald Dahl Story Company and Natural History Museum are welcoming licensees and retailers on their respective stands throughout BLE to discuss being a part of this product collaboration, which is expected to launch in early 2020.

This initiative follows hard on the heels of the highly successful James and the Giant Weekend, a family festival that took place on Saturday 8 and Sunday 9 September at the Museum, during which the Natural History Museum and The Roald Dahl Story Company joined forces for a peachy takeover of the Orange Zone of the Museum.

Maxine Lister, Senior Licensing Manager, Natural History Museum, says: “This collaboration with an enduringly popular children’s writer – and one who shared many of the Natural History Museum’s aims and ideals – is a major licensing initiative that, we believe, will educate, inspire and entertain children everywhere. We’re absolutely thrilled to be partnering with The Roald Dahl Story Company on this fantastic product range.”

Stephanie Griggs, Licensing and Design Director, the Roald Dahl Story Company, added: “We couldn’t be more excited to expand our partnership with the Natural History Museum through this range of unique and educationally fun licensed products. Roald Dahl was a huge lover of the outdoors and this came through in abundance via his adored characters and stories. Natural History Museum will provide invaluable authenticity to the key themes, and we are both equally enthused at getting children outside and discovering the natural world around them.”