The Telegraph reports that UK publisher Puffin has teamed up with supermarket chain Asda and the estate of Roald Dahl to place excerpts from Dah's books on cereal boxes as part of an initiative to get children more interested in reading. Puffin Managing Director Francesca Dow said "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."
"There could be an enormous number of children discovering Roald Dahl for the first time, bleary eyed over the breakfast table."
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I think this is a BRILLIANT idea, and I don't know why it hasn't been done before. I've read so many cereal boxes it isn't even funny. I'd love to see this take off.
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