Best Cereal Box Reading EVER

Kids in the UK are very lucky this year. Soon they'll be able to read excerpts from Roald Dahl's award-winning children's books while they munch away on their breakfast. I would've killed for that kind of entertainment as a child!

The author of classic KidLit like Matilda, Charlie and the Chocolate Factory, The BFG, and James and the Giant Peach will be appearing on the back of cereal boxes throughout the UK. The excerpts serve as promotional materials for, well, reading.

GalleyCat fills us in:

Penguin UK’s Puffin imprint has cut a deal with Asda to print excerpts from several Roald Dahl titles on cereal boxes. Oddly enough, Dahl once wrote: “Do you know what breakfast cereal is made of? It’s made of all those little curly wooden shavings you find in pencil sharpeners!”

According to The Telegraph, the excerpts will appear in at least ten million Asda brand cereal boxes sold in Asda supermarket chains. The excerpts will be drawn from The Witches, The Twits, The BFG, Danny, the Champion of the World, and Charlie and the Chocolate Factory.

Penguin Children’s Books managing director Francesca Dow explained in the article: “There is a real awareness in the publishing world that there is an increasingly tight competition for children’s time, especially from digital activities such as games consoles, as they grow up.”

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