DIARY: Children of the 1990s will soon be Blyted

What would Enid Blyton have made of it all? At a press conference last week I learned that the twee, politically incorrect Grande Dame of children’s letters is to become a multi-million pound concern.

What would Enid Blyton have made of it all? At a press conference last

week I learned that the twee, politically incorrect Grande Dame of

children’s letters is to become a multi-million pound concern.



The Enid Blyton Company, now a subsidiary of London’s Trocadero, will

merchandise Noddy, repackage the Famous Five and raise awareness of the

Secret Seven. And who else to launch the whole thing but Matthew Freud -

youth PR guru and the PR man who made Jiffy Condoms big.



Most of the key players carried off the announcement rather well. TV

presenters Yvette Fielding and Tania Bryer were gushingly Blytonesque,

and Trocadero CEO Nick Leslau managed to keep a straight face while

mentioning ‘Noddy’, ‘Big Ears’ and ‘edutainment’ in the same breath.



Freud himself - he is far too important to turn up to his own events

these days but sent a pre-recorded video instead - seemed to be

smothering a faint smirk. Perhaps, like me, he thought the whole thing

sounded jolly queer. After all, are kids today really going to identify

with a character called Dick?



edited by Rebecca Dowman



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