Penguin Books’ 50th Anniversary Cover For Charlie And The Chocolate Factory Is All Sorts Of WTF

What the fresh hell is this? Penguin Books has just released a brand new cover for Roald Dahl’s Charlie and the Chocolate Factory for the book’s 50th anniversary (left) and it is a stark departure from previous incarnations (right). It is, you might say, sexier. Is the little girl supposed to be Veruca Salt? I love Veruca as a character, but she isn’t the primary star of the book, nor did Dahl describe the spoiled rich girl as a depressed, tarted up, child beauty queen type. I don’t get it. If you were to take the name of the book off this image, I would be more inclined to guess that it was the cover for a kid version of Valley of the Dolls. Charlie and the Chocolate Factory would never even occur to me. On top of being an unsettling and icky cover for a book about/for kids, it’s terrible marketing. Who approved this? Someone a little high on fizzy lifting drinks? [Facebook]