Behind the Scenes Interview: Roald Dahl Creative Journey
Sally Dear, Founder of Ducky Zebra, recently caught up with Laura Turner from CWB to share the story behind our very first licensed collection, featuring Roald Dahl's iconic animal characters.
Curious about the creative process and what it takes to bring a collection like this to life? Take a look at the interview below for exclusive insights and behind-the-scenes details. Originally published on CWB's website, the interview also features another inspiring brand, Grass & Air.
You can explore the Ducky Zebra x Roald Dahl sleepwear collection here.
How did your licensed range come to fruition?
"When the Roald Dahl Story Company first approached Ducky Zebra, I was initially hesitant. Our independence and unique brand direction are integral to who we are. However, over time, we developed a concept that resonated with our values and excited us so much that we simply couldn’t resist. Our Roald Dahl collection, A Celebration of Reading, captures the joy, comfort and transformative power of reading and storytelling from a young age. Research shows the benefits of reading for children, yet it’s rare to see this celebrated in children’s clothing. Instead, boys’ clothes often emphasise sport, adventure and gaming, while girls’ clothes tend to focus on friendship, magic and beauty. This collaboration allowed us to create a sleepwear collection that champions a love of reading for everyone. The unisex collection features two exclusive prints designed in-house. The first, inspired by The Giraffe and the Pelly and Me, captures the joy of being transported into new worlds through reading, with characters leaping from the pages. The second print celebrates the cosy, comforting side of reading and features animals from various Roald Dahl books, including the newt from Matilda, Alfie the tortoise from Esio Trot, and Muggle-Wump the monkey from The Twits. These playful prints are not only fun but also carry a positive, inspiring message that aligns perfectly with our values."
What was the design process?
"It started with an initial meeting, where we shared our goals and values. This was a really helpful step, as it confirmed how closely our brand aspirations align. After that I revisited Roald Dahl’s books, focusing especially on his stories with animals, which felt like a natural fit for Ducky Zebra. From the outset, we knew we wanted the collection to celebrate reading and storytelling inclusively. While Matilda is a much-loved book-loving character, she already features widely in children’s clothing. Plus, research shows that boys are less likely to wear designs featuring female characters, so we aimed to create something that would appeal equally to both girls and boys. While reading The Giraffe and the Pelly and Me, the quote “No book ever ends, when it’s full of your friends” really stood out. It perfectly captured the connection and joy that reading brings, not just with the characters in a story, but also with others who’ve enjoyed the same book. This quote became a cornerstone of the collection and we’ve included it on our labels and packaging to further reflect this theme. Creating the designs was a highly collaborative process. We worked closely with the Roald Dahl Story Company, refining and evolving the prints together. This collection marks the first time animal characters from different Roald Dahl books have been combined into the same fabric print, which naturally required a lot of reviews and checks. The Roald Dahl team have been incredibly supportive and understood what we wanted to achieve. It’s been amazing to see how they’ve helped us bring our vision to life."
What customer feedback have you had?
"The response so far has been really positive. We’ve seen an uplift in sales, which has been fantastic, and the feedback we’ve received has been equally great. Customers have shared glowing reviews, particularly commenting on how much their children love the designs and the pyjamas. It’s been really rewarding to hear that the collection is resonating with families, and it’s clear that the storytelling aspect of the designs is something they’re enjoying. We’re thrilled to see how well the range is being received and look forward to seeing how it continues to grow."
What are the benefits of introducing a licensed range?
"The Roald Dahl licensed range has been a really exciting milestone for Ducky Zebra, especially as a young brand. It’s helped us increase awareness and reach new customers who might not have discovered us otherwise. At the same time, it’s been great to see our loyal customers excited about the range, with many coming back to buy it for friends and family. Partnering with such an iconic name has also helped to build our credibility. Roald Dahl’s stories are widely recognised, and this collaboration has really highlighted the quality and thoughtfulness we put into our designs. We’ve always aimed to challenge stereotypes and make a positive difference with our collections, and the Roald Dahl range is no exception. A percentage of the proceeds from this collection will go toward supporting UK charities focused on improving literacy skills for children, young people and adults. This partnership has not only expanded our reach but also allowed us to contribute to a cause that’s close to our hearts."
Would you consider more licensed product?
"We’re excited about the potential for more licensed ranges in the future, as collaborations like the one with Roald Dahl have been such a positive experience. At the same time, we’re committed to staying true to what makes Ducky Zebra unique – creating collections that challenge stereotypes, promote positive messages, and reflect our core values. We see licensed ranges as a great complement to our designs, and we’re always looking for the right opportunities that align with our mission and vision."
What advice would you give a brand interested in launching a licensed range?
"My main tip would be to ensure the licensor aligns with your brand values. Both brands should complement each other and collaborate authentically, so the partnership feels natural and resonates with your audience. Equally important is ensuring the partnership helps maximise reach. A good licensing partnership should open up new opportunities to engage with a broader audience, whether it’s through access to new customer bases, enhanced visibility, or shared marketing efforts. Lastly, be sure to maintain an equal and respectful partnership, where both brands contribute creatively and strategically. A strong collaboration that values both parties’ strengths can result in something truly special."
Explore Ducky Zebra x Roald Dahl Sleepwear Collection >