The publisher explained its objective in a blog post accompanying the announcement about the jacket art: "This new image . . . looks at the children at the center of the story, and highlights the way Roald Dahl’s writing manages to embrace both the light and the dark aspects of life."  Additionally, Penguin Press's Helen Conford told the Bookseller: "We wanted something that spoke about the other qualities in the book," Penguin Press's Helen Conford told the Bookseller. "It's a children's story that also steps outside children's and people aren't used to seeing Dahl in that way." She continued: "[There is] a lot of ill feeling about it, I think because it's such a treasured book and a book which isn't really a 'crossover book'" As she acknowledged: "People want it to remain as a children's book."
Trans World Airlines (TWA) was a big carrier in the US, but was perhaps even more recognized for its extensive presence in Europe and the Middle East. For many years, especially after the collapse of Pan Am and TWA’s purchase by Howard Hughes, TWA was considered the unofficial flag carrier for the US. The company started in 1930, the product of a forced merger of Transcontinental Air Transport and Western Air Express. The Transcontinental and Western Air that resulted (the original meaning of the initialism “TWA”) was what the Postmaster General wanted, a bigger airline to which the Postal Service could award airmail contracts.