Penguin launches live events and retail partnerships for 40 years of The Snowman - Licensing.biz

Penguin launches live events and retail partnerships for 40 years of The Snowman

“A key ambition for The Snowman this year is to offer unique and engaging experiences for families, enabling them to create new memories.”
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Penguin Ventures will be celebrating the 40 anniversary of The Snowman through a series of exciting retail partnerships and immersive family events.

A series of celebratory events has already been planned this year to allow families to engage with the Snowman brand, including securing The Royal Albert Hall as a key London venue where the soundtrack to The Snowman will be performed by The Royal Philharmonic Orchestra.

Meanwhile, The Snowman live show will open at The Peacock in London on November 22 to January 6, where Sadler’s Wells will also be celebrating a record-breaking 21 year run of the show.

On top of this, the acclaimed children’s author, Michael Morpurgo will be writing a new novel, re-imagining the story penned by Raymond Briggs. This will b=publish under Puffin in October this year.

“A key ambition for The Snowman this year is to offer unique and engaging experiences for families, enabling them to create new memories,” said Susan Bolsover, director of licensing and consumer products for Penguin Ventures.

“We are thrilled with the enthusiastic reaction to our plans from both retailers and partners and we are excited to see how families will respond to this very special anniversary campaign.”

The Snowman will also have a strong presence across all retail environments as it celebrates its 40 anniversary and retailers have been offered a diverse range of consumer products and price points.

JoJO Mama Bebe has recently been confirmed as the new destination for The Snowman infant apparel, while Boxinie will launch a Snowman Tonie for its children’s audio system. King & McGaw are on board to create bespoke and limited edition prints of artwork from the original Snowman picture book.

Demand Media will launch bedtime gift boxes, while for the first time The Snowman will have a dedicated presence at Christmas in July.

Penguin’s complete anniversary campaign will be backed by dedicated marketing, PR activity and social media to support licensees and partner across the digital and traditional platforms.

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