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Roald Dahl on cereal boxes
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Book News
 22 Apr 2011, 12:22 #115442 Reply To Post
Roald Dahl stories to be on millions of cereal boxes

Excerpts from Roald Dahl books will appear on tens of millions of cereal boxes over the next few weeks as part of an ambitious attempt to encourage more children to read.
The publisher has realised that children, from even before the age they can read, pick up cereal boxes from the breakfast table and scan the back for games and information. By replacing the games and adverts with an excerpt from a book, it hopes to spark an interest in literature.

The innovation is being pioneered by Puffin, which has struck a deal with the estate of Roald Dahl, the much loved children's author, and Asda, the supermarket. The excerpts from The Witches; The Twits, The BFG; Danny, the Champion of the World and Charlie and the Chocolate Factory will appear on at least ten million boxes of cereal sold in Asda over the next few weeks. They will appear on the back of all of the supermarket's own-brand children's cereals, such as rice pops, frosted flakes and honey hoops.

View Telegraph article
This post was last edited by Book News, 22 Apr 2011, 12:23
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