17 Oct 2019

Explore the Marvellous Possibilities of Eyewear

Explore the Marvellous Possibilities of Eyewear: Roald Dahl

Those who believe in magic will find it at Vision Express, as they launch an exclusive range of Roald Dahl children’s glasses

Tremendous things are in store for budding Matildas and Charlies, as Vision Express launches a new magical range of original and exclusive Roald Dahl glasses for children.

The five pairs of unisex frames will use the original, iconic illustrations of Quentin Blake, and will each be dedicated to one of Roald Dahl’s most-loved stories including Charlie and the Chocolate Factory, The BFG and Matilda.

Roald Dahl

Perfect for any budding genius wanting to expand their imagination, the exclusive range available in all stores nationwide from the 17th October, features flexi hinges, providing greater confirm and able to withstand even the most adventurous of little ones and are made from layered acetate which is hypo-allergenic, lightweight and strong and even better, made from a renewable source. All styles are £20 with an NHS Voucher.

Emma Ashwell, Head of Frames at Vision Express says: “The stories of Charlie, James, Sophie and Matilda have sparked children’s love for books around the world for decades. At Vision Express we aim to make children love their glasses and looking after their eye health, which is why we’re excited to bring everyone’s favourite childhood characters to life and celebrate some of the most beloved stories and drawings of all time.”

Parents who want to find out more information on adding some magic to their child’s eyewear, visit www.visionexpress.com, follow Vision Express on Twitter or Instagram, or like Vision Express on Facebook.


For more information on Vision Express please contact PR@visionexpress.com


Contact information

Claire Stuart

Senior PR Manager


0115 988 2138

About Vision Express

Vision Express is one of the largest optical retailers in the UK and part of GrandVision, the global leader in optical retail operating in more than 40 countries, spanning over 6,500 stores and online.

With almost 600 stores nationwide, Vision Express first opened its doors in Newcastle in 1988. Built on a passion for the profession, it has gone from strength to strength, driven by a commitment to unparalleled customer service and providing the best individual optical care, the right product and great value. Customers can select from a vast range of genuine designer brands and the latest technology lenses, through to complete glasses from £39.

With around 6,000 employees, Vision Express makes a significant difference to the communities it operates within, and the organisations it chooses to support. As part of its commitment to Vision. Taken Seriously, and as a responsible and caring retailer, Vision Express is proud to partner with a range of healthcare charities, which have touched the lives of customers and teams. These companies provide vital support to people affected by vision-related conditions. They are part of the Vision Express Charity Project and include:

  • Childhood Eye Cancer Trust (CHECT)
  • International Glaucoma Association
  • Macular Society
  • Stroke Association
  • Temple Street University Hospital
  • Brake