Roald Dahl’s classic character Matilda Wormwood will be taking centre stage for this week’s World Book Day celebrations, which are taking place on Thursday 7 March.
As one of many children’s most popular literary heroines, Matilda will be at the heart of the World Book Day celebrations, as she appears on each of the 15 million free book tokens which will be given to every schoolchild in the UK and Ireland.
Matilda’s appearance on this year’s World Book Day token is the beginning of an exciting ongoing partnership between World Book Day and The Roald Dahl Story Company, focused on championing the key message to ‘Share a Story’.
This year has seen an expanded line-up of costume licensees supporting the annual celebrations at retail, led by the official dress-up from Smiffys, whose comprehensive costume range of Roald Dahl’s most-loved characters are available from Argos, Asda, Morrisons, Sainsburys, Tesco and Smyths. Wonka baby dress-up is also exclusively available as part of the TU collection at Sainsbury’s.
The focus on Matilda for World Book Day 2019 falls within the wider planned activity for the Roald Dahl Story Company, which has dubbed 2019, ‘The Year of Matilda’, in line with a hero publishing strategy which will see it celebrating a different title from the author’s globally beloved and bestselling catalogue each year.
