From The Telegraph in the UK : Excerpts from Roald Dahl books will be printed on cereal boxes over the next few weeks as part of an ambitious attempt to encourage more children to read.
Puffin has struck a deal with the estate of Roald Dahl and supermarket chain Asda. Puffin know that children scan cereal packets for games and information and hope that by replacing the games and adverts with an excerpt from a book they can an interest in literature.
The excerpts which will be only a couple of hundred words long will be taken from The Witches; The Twits, The BFG; Danny, the Champion of the World and Charlie and the Chocolate Factory and will appear on the back of all Asda’s own-brand children’s cereals.
Francesca Dow, managing director of Penguin’s children books, which owns Puffin, said she hoped children would then be intrigued enough to track the books 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.”
This has enormous potential, in Britain 127 million boxes of children’s cereal are sold every year so, not surprisingly, Puffin is keen to work with other supermarkets and other authors.
Read the full article here.