Radio 1 DJ Greg James has apologised after being called out for negative representations of disability in a video to promote his latest children’s book.

James and co-author Chris Smith, who write the popular Kid Normal series together, appeared in a now-removed promotional video for a new version of Roald Dahl’s famous book The Twits on Friday.

In the clip, the pair can be seen looking over the shoulders of illustrator Emily Jones as she works on their yet-to-be-revealed lead characters.

The trio could be seen discussing ways to make the duo “more revolting” and when Ms Jones suggested a glass eye, James could be seen nodding as Smith replied: “That’s it. What a disgusting pair of Twits!”

The exchange was soon criticised by charities including Scope and the Royal National Institute of Blind People (RNIB).

James responded to the criticism in a post on X, formerly known as Twitter, as he wrote: “We are so sorry to have caused offence with the launch video.

“It was absolutely not our intention. And we apologise unreservedly. It’s now gone.

“We understand that words matter and we pride ourselves on championing and welcoming everyone into the magical world of children’s books.

“We would never dream of deliberately setting out to exclude anyone.”

The 38-year-old DJ added that he and Smith had been “attempting to pay homage to one of the Twit’s most famous pranks involving a glass of beer in order to remind people of Dahl’s infamous terrible two”.

“It’s in no way a suggestion that this forms any part of the plot of the new story nor was it our intention to suggest that it was in any way disgusting,” he wrote.

“It’s unfortunate that the word disgusting appears to be a direct comment on that. That’s an error on our part.

“We are devastated that it’s come across like this but completely understand why there is anger.”

James and Smith’s book, The Twits Next Door, is part of a new series of books featuring characters created by the late Dahl.

Although the video has been removed, the chief executive of national disability charity Sense said it still had “concerns”.

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Richard Kramer said: “We remain concerned however that the book, scheduled for release later in the year, will contain a character with a disability to show, in the words of the video, how ‘disgusting’ they are.

“It’s 2024 and to be promoting such a negative representation of disability is wrong. Disability is not a character flaw.”

The Press Association has approached Puffin Books and the Roald Dahl Company for comment.