Robertsons’s Jam Badges

In August 2001, Robertson’s (a jam-making company in England) announced that they would be replacing the character “Golly” that traditionally appeared on their jar labels with a series of Quentin Blake illustrations of Roald Dahl characters. (If you’re interested in learning more about Robertson’s use of the Golly, I recommend this page.) A series of collector’s badges would also be available by sending in tokens from the labels. This series ended in 2006.

The Labels

The Badges

Press Release

From the official Roald Dahl website:

As every Roald Dahl fan knows, his books are jam packed with good stuff. Now Robertson’s, producers of the UK’s favorite jams and marmalades, have decided to enter into a special partnership with The World of Roald Dahl to launch a brilliant badge collecting scheme.

From September 2001, jars of Robertson’s Classic Jam and Golden Shred Marmalade will offer a range of badges featuring favourite Roald Dahl characters, illustrated of course by Quentin Blake. The first seven badges feature the BFG, Matilda, James, Willy Wonka, The Twits, Fantastic Mr Fox and The Grand High Witch.

Robertson’s, famous for its historic Golly collector’s badges, expects the World of Roald Dahl badges to spark widespread interest amongst a new generation of collectors.

The seven badges are just the beginning of the badge scheme and Robertson’s links with the World of Roald Dahl. Robertson’s were so impressed with that they commissioned the team to create their very own website —

Check out for the full lowdown on the Robertson’s World of Roald Dahl badges plus brand new material on Roald’s life and work. There’s a new Revolting Recipe, created just for the site by the chef behind Roald Dahl’s Even More Revolting Recipes. The site creators are especially proud of the wondercrump game which premieres on and is called Willy Wonka’s Intergalactic Jam.

Keep your eyes on both and for more exciting link-ups in the future!