CREATIVE LEAD
ILLUSTRATION
GRAPHIC DESIGN

The Enormous Crocodile
Musical Merchandise

THE ROALD DAHL STORY COMPANY

The Enormous Crocodile is a horrid, greedy, grumptious brute who plots to guzzle up juicy, delicious little children. Determined to fill his hungry belly, he hatches his next “secret plans and clever tricks.”

I created a range of merchandise as part of my wider role as Creative Lead on Roald Dahl’s internationally touring musical adaptation of the story. The collection leaned into Croc’s knack for charmingly transparent disguise. After creeping through the London Underground and hiding behind books in the classroom, what better way to continue his schemes than by posing as everyday objects?

Dig in

  • In a continuation of my work as Creative Lead and Illustrator for Roald Dahl’s The Enormous Crocodile Musical, I was briefed to create a range of affordable merchandise for the show, to be sold across the UK & US tour. I was given creative freedom to determine how to apply the artwork to each product.

  • I illustrated and designed the products, managed the creative process with production, and art directed the playful photoshoot using paper cut-outs.

  • Product was a major consideration when developing the show’s identity. The illustration style was designed to flex across production limitations while keeping the characters bold and recognisable wherever you spot them, from billboards to bucket hats.

    Leaning into Dahl’s bite, wit, and playfulness, Croc continues his attempts at disguise. He hungrily eyes the wearer from tote bags and reversible bucket hats, while wrapping around water bottles in a continuous loop.

    I also created a seasonal art pack for Christmas cards, reimagining the story’s tropical world within a cosy festive setting.

  • The merchandise was a hit with fans and venues alike. It was a commercial success with sales consistently strong across the UK and US. More products were added throughout the tour due to demand.

  • Storytelling Roald Dahl Storytelling Award

    Illustration Creativepool Shortlist 2026

    Product Creativepool Shortlist 2026

    Branded Content Creativepool Shortlist 2026

  • "The merch has been really flying off the shelves and popular. We figured it would be a hit!"

    US Venue

Event Merchandise | Production

We Are Studio | Photography

With thanks to:

Senior Producer Gabrielle Leadbeater, and staff at EMG and the Roald Dahl Story Company.

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