Record sales for Smiffy's Roald Dahl character costumes after World Book Day success

The dress up category is now expected to deliver a year on year uplift of more than 100 per cent.
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Retailers including George, Sainsbury’s, Tesco, Argos and Morrisons are relaying record numbers for Smiffy’s dress up costumes based on the characters from Roald Dahl’s story books.

The dress up category is now expected to deliver a year on year uplift of more than 100 per cent.

The news comes as the Roald Dahl Story Company celebrates its biggest World Book Day to date, seeing record sales for Roald Dahl dress up costumes across the UK.

The Roald Dahl Story Company also saw social media wash with pictures of kids dressed as their favourite Roald Dahl characters, while George and M&S also complemented the cross category offering with five new Roald Dahl nightwear SKUs across The BFG, matilda and Charlie and the Chocolate Factory.

The Roald Dahl Story Company joined forces with World Book Day for its overarching theme of Share a Story, as well as a series of videos giving practical advice to parents on how they can share stories with their kids.

Meanwhile, Centipede and Old Green Grasshopper from James and the giant Peach appeared at each of the World Book Day: Biggest Book Show on Earth roadshow events around the UK. The Giant Bugs read extracts of James and the Giant Peach for the World Book Day bedtime story in a Facebook Live that aired at 7pm.

February has already seen new publishing hit the shelves including a new edition of James and the Giant Peach and Jame’s Giant Bug Book.

Meanwhile, new James and the Giant Peach merchandise launching throughout the year includes a range of homewares by Creative Tops, a 250 piece jigsaw puzzle by Paul Lamond, a Bug Explorer Kit, James hand puppet with finger puppet accessories by Fiesta Crafts and a gifting range from Star Editions.

Stephanie Griggs, licensing director for the Roald Dahl Story Company, said: “World Book Day is such an impactful and important event in terms of sharing the love of stories, characters and reading.

“With Kirsten Grant as director, World Book Day has become so energetic and inventive and grown in stature and impact accordingly. For a brand like Roald Dahl, it’s important to support such an important grassroots work as strongly as we can, to play our part in encouraging parents to read more to their kids and in general contribute to this epic celebration of stories and storytelling in schools, bookshops and homes throughout the UK.”

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