Quotes From Roald Dahl's Stories to Appear on Cereal Boxes

Posted on April 19, 2011

The Telegraph reports that Puffin, a division of Penguin, has struck a deal with the estate of Roald Dahl to have quotes from Dahl's books printed on cereal boxes in the UK. Quotes from Dahl's children's books - including Charlie and the Chocolate Factory and The Witches - will appear on over 10 million boxes of cereal sold at Asda, a British supermarket chain.

Each excerpt will be about 200 words long. The hope is that it will encourage kids to read.

Francesca Dow, the managing director of Penguin's children books, told the Telegraph, "The great thing about a cereal box, is that it potentially is reaching millions of households that just don't read any literature outside of school. There could be an enormous number of children discovering Roald Dahl for the first time, bleary eyed over the breakfast table."

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