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A roadshow, a musical and a Roald Dahl Reading Relay are among the events planned for this year's Roald Dahl Day (13th September). Seventy Waterstone's branches will stage Roald Dahl Day events throughout September.
It will be the fifth year that the campaign has run and Puffin said it has had a continuing effect, with Dahl sales up 45% by value compared with the same period in 2009, according to figures supplied by Nielsen.
Puffin campaign director Kirsten Grant said Dahl's sales were akin to "one of our hottest frontlist authors" and that the growth was a result of "aggressive, strategic marketing" with retailers.
Puffin also campaigns in schools and libraries and this year will launch the Roald Dahl Reading Relay encouraging children to read three Roald Dahl books for a prize. A storymaking web tool for Roald Dahl has been created for Penguin's children's subscription website, www.wemakestories.com.
New publishing will include Storyteller: Roald Dahl by Donald Sturrock, the first authorised biography of the author (HarperPress, September) and a new edition of The Twits with colour artwork by Quentin Blake. Puffin Books also publishes the first Roald Dahl annual this month.
The campaign is backed by Dahl's hardback publisher, Random House Children's Books, which has relaunched several titles.