Roald Dahl readies for Christmas campaign with Grapevine Global PR

The Roald Dahl Story Company has named Grapevine Global PR its go to PR agency for the firm’s growing portfolio of merchandise across five of the author’s best-loved stories: Charlie and the Chocolate Factory, Matilda, The BFG, James and the Giant Peach and The Enormous Crocodile.

Grapevine Global PR will oversee PR activity for the portfolio across the UK.

The agency will initially focus on consumer PR for the key Christmas gifting period. The team has spent the last month working together to develop the first Roald Dahl Christmas Gift Guide, a stylish and visually led booklet, which is being issued to key consumer media in both print and PDF format.

Other Christmas activity includes media desk drops, as well as leveraging retail partnerships and engaging with social influencers.

Stephanie Griggs, licensing and design director at The Roald Dahl Story Company, said: “We have a wonderfully vibrant and fun stable of products from our brilliant licensees which are worthy of media coverage and are perfect for gifting year-round across many different categories.

“Kirsty is a Great Missenden local, a Roald Dahl fan and immediately understood our needs in driving consumer product to a wider audience. We are delighted to be working with her and Julia to bring the wonderful world of Roald Dahl to consumers beyond just the storybooks.”

Grapevine’s Kirsty, added: “I grew up with the world’s favourite storyteller, so have my own children and I love living in the Buckinghamshire village where he lived and wrote his wonderful stories.

“My motto has always been you have to truly believe and have passion for the brand in order to PR it with all you have got, and I can’t think of a better example to reinforce my belief. We are delighted to have been appointed by Steph and the team.”

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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