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