Mornings with the Twits

Those brilliant Brits at Penguin's Puffin imprint. For the next few weeks, children in the U.K. will be waking up to excerpts of some of Roald Dahl’s beloved stories on the back of their cereal boxes. The imprint has struck a deal with ASDA grocery stores to run two hundred word extracts from The BFG, The Witches, The Twits, Danny, the Champion of the World and Charlie and the Chocolate Factory on at least 10 million cereal boxes, in hopes of reaching households that wouldn’t normally be exposed to Roald Dahl.

I’ve only got one thing to say: It’s bloody well time. I’d like to suggest other places where literature could be placed. How about printing an excerpt of an exciting new novel on the back of boarding passes? Hello, you’re gonna be delayed. How about laminating literature to the table tops of trendy restaurants to read while you wait for your perpetually just-running-a-few-minutes-behind friend. I’d also like to suggest that we ban those foul-looking toenail fungus ads that we often see inside subway cars and instead run chunks of literature, for when your hands are too full to pull out a book. How about pasting pages of a book on the inside of a slow-moving elevator? The world has plenty of space and time for literature, it seems. Also, I’d also love it if someone could hold up something to read while I blow dry my hair in the mornings. In the meantime, let’s all hope Dahl’s magic inspires some of the little ones to ask Mummy and Daddy to buy them a book.