In hopes to encourage kids to read, words from some of Roald Dahl's classic tales will be pasted on the backs of millions of cold cereal boxes.
From a piece in the Telegraph...
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.
The extracts are only a couple of hundreds of words long, but Francesca Dow, the managing director of Penguin's children books, which owns Puffin, said she hoped many would be intrigued enough to track down the whole book after reading the boxes: "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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