Boden and Roald Dahl Spark Imagination

When childhood dreams come true

There once was a time when the most creative imagination manifested in the form of a book. Kids could telepathically move books just by looking at them, escape to happiness inside a giant peach, or befriend a big, friendly giant. Author Roald Dahl was always there to take us on the biggest imaginary adventures, many of which that would became engrained in our childhood memories.

Dahl taught us what magic could come if we just let our dreams run wild. He taught us very valuable life lessons through his fictional characters: “Those who don’t believe in magic will never find it.” (One of the best inspirational quotes from James and the Giant Peach.)

Making us believe in magic all over again is British clothing brand Boden and its children’s wear collaboration with the Roald Dahl Literary Estate. The collaboration celebrates two very big landmark anniversaries—Boden’s twenty-fifth year and one hundred years of Dahl’s imaginative stories. Coming this fall, Boden will reprise six of Dahl’s best-known stories—Matilda, Charlie and the Chocolate Factory, James and the Giant Peach, The Twits, Fantastic Mr. Fox, and The BFG—through knits, velvet and other fabrics in a US (Dahl’s second home) exclusive collection for children.

“It’s incredibly exciting to be bringing the Roald Dahl magic to our new clothing range,” said Boden’s founder and CEO, Johnnie Boden. She had nothing but kind words as she gushed over the collaboration. “Roald Dahl’s stories have always been a big hit with my children, and his wonderful imagination and that wicked sense of humor are close to our hearts and our brand, too.”

The love over the collaboration reciprocated with a few words from Dahl’s grandson Luke Kelly, MD of the Roald Dahl Literary Estate. “It is wonderful to be joining forces with Boden to mark its twenty-fifth anniversary, alongside Roald Dahl 100,” Kelly said. “I’m so delighted at the attention to detail, quality, and wit demonstrated by Boden in shaping this collection. I hope it delights children and their parents across the US, in the same measure as my grandfather’s stories.”

From the looks of it, we definitely think it will. Boden gave VIE a sneak peek into the whimsical girls’ and boys’ capsule collections ranging from party pieces to day and nightwear, and they are magical! Take a look for yourself.

 

This collection makes us want to relive our childhood dreams and revisit Dahl’s famously classic books.

The uniquely charming collection is limited edition and will launch October 3, so pencil it into your calendars and set your alarm to avoid missing out!

For more information on Roald Dahl, please visit:

RoaldDahl.com/usa