The Roald Dahl Story Company London

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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.” The Roald Dahl Story Company’s internationally touring musical adaptation retells the classic story with new twists, featuring toe tapping, rib tickling tunes and a menagerie of puppets.

In the summer of 2025, our crafty Croc prowled through London in an enormously exciting out-of-home campaign. In the lead-up to our run at Regent's Park Open Air Theatre, he coiled himself up to camouflage as a giant poster, where he could barely fit in the frame. He even took inspiration from fellow master of disguise Sherlock Holmes, where eagle-eyed commuters could spot him on the platforms at Baker Street station.

Unable to contain himself any longer, Croc broke through the frame at a double billboard site at London Bridge. He reached his claws out to grab the character hiding beneath leaves on the board below. Brave children and adults alike could peel away the foliage to reveal the Roly-Poly Bird. Printed on seeded paper, the leaves could be kept and planted to grow a mini jungle, just like the set of the show. Passersby could also pick up their own book, activity pack, and bookmark during a giveaway when the boards were installed.

And just when it seemed he had tested his luck enough, what better disguise to try next than everyday objects? For the show’s merchandise collection, Croc scrunched himself up as a tote bag and bucket hat, eagerly eyeing the wearer. He crept onto t-shirts and jotted down his plots in a notebook. Crafted by the in-house Creative Team at RDSC, extra details were designed to delight throughout the collection. Croc looped continuously around hats and bottles, and the signature lyric from the show appeared throughout. A seasonal art pack was also created, bringing the tropical setting into the wintery festive period, later used on Christmas cards.

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