Mr Twit, Grandpa Joe, Mrs Fox, the Fantastic Mr Fox and the Big Friendly Giant were among the characters spotted wandering around a Sheffield book shop.
Children visiting Waterstones, Orchard Square, in the city centre on Saturday could not only buy new books or browse the shelves, but meet some of the most famous characters from Roald Dahl favourites.
Staff organised a ‘Matilda Day’ to promote the re-issue of the book.
Youngsters were encouraged to visit the store dressed as their favourite Matilda character and staff also dressed up as Roald Dahl characters.
Waterstones manager Paul Ranson, left , is seen as Mr Twit, with Darren Wadsworth as the BFG.
Money raised in a raffle at Waterstones is to be donated to the Children’s Reading Fund, which is aimed at making reading more accessible to disadvantaged children in the UK
It will be used to buy books and e-books, CDs and games for children between four and 11.
It will also find some performances to inspire children to read and write their own stories.
A charity spokesman said: “For too many children, life seems mapped out with no hope of educational, social or economic improvement. We want to change the story.”
Visit Book Trust to find out more.