Fresh from a series of wins at The Licensing Awards on Tuesday night, Penguin Ventures has detailed a series of new licensed partnerships for The Snowman, which took home the Classic Licensed Property Award at the prestigious industry ceremony.
Currently celebrating its 40th anniversary, The Snowman has secured new partnerships with the likes of Hall & Associates for toiletries, Armitage for pet products, Character Options for toy advent calendars, and Fashion UK for kids and adult apparel.
On top of this, further new deals include Solent for dental, Westminster Collections for new gifting lines, Bespoke 77 for pudding bowls, and RTC for a home fragrance line.
The Snowman’s success within the licensing space over the past month, as well as its heritage as a beloved licensed property in the space was underpinned when Penguin Ventures collected its Classic Licensed Property award at the Licensing Awards this week.
Susan Bolsover, licensing and consumer products director at Penguin Ventures, said: “The incredible Snowman 40th Anniversary campaign helped us to elevate the brand in an entirely new and celebratory way. The fact that we won this award for a seasonal property is an exceptional achievement and is testament to the creativity and innovation shown from all of our licensed partners and our publishing colleagues who worked with us in such a collaborative way.”
Lindsay Pearl, category manager at Penguin Ventures, added: “The 40th anniversary of The Snowman demonstrated just how much warmth and affection there is for this classic brand. Our high profile campaign had unprecedented support at retail which, in turn garnered further interest from new partners for 2019 and beyond.
“We’re delighted to confirm a series of brand new licensees, which are listed, including Armitage with pet products being a brand new category for The Snowman and The Snowdog.”
The new licensee line-up is completed by Tom Martin with high end baubles, Greens for Cup Cake Kits, Misirli with socks for Next, and Play Press, a new licensee for the brand.
In addition, Penguin Ventures has confirmed a series of new experiential and promotional partners for The Snowman including a Snowman Christmas trail at Harold Hillier Gardens in Romsey and an exhibition at River & Rowing Museum in Henley.
Meanwhile, a growing number of cinematic screenings of the animations together with nationwide orchestral performances will ensure audiences around the UK will have the chance to experience the magic of the original films and musical scores.
Izzy Richardson, head of brand management at Penguin Ventures, concluded: “We’ve been overwhelmed by the interest shown towards The Snowman following a pivotal year of anniversary celebrations in 2018.
“We have an incredible line up of activations this year for The Snowman, with outstanding partners who will create special experiences for families to enjoy this festive season. Our focus has been to build on and leverage the impact of the 40th anniversary and we are delighted to have confirmed some great partners already for 2019 with more still to be announced.”