Penguin Random House Children’s UK has revealed its plans to bring the magical World of The Snowman to life this Christmas, with activations across Brighton and at London Waterloo train station.
Christmas Starts with The Snowman is a celebration of how Raymond Briggs’ timeless story brings families together each and every Christmas.
First published in 1978, the original picture book has gone on to sell over 5.5 million copies and the subsequent television adaption, first broadcast on Channel 4 in 1982, has been watched by millions of viewers as it has been repeated every year since.
On Saturday 16 November, a pop up experience at London Waterloo train station will immerse an estimated 158,000 visitors in the magic of The Snowman. Brass band, LGB Brass will perform tunes from the soundtrack to The Snowman. The musicians and staff at the station will also be wearing the Snowman scarf, as worn by David Bowie, provided by official licensee Not Just Clothing.
In addition, an interactive photo booth will offer families the chance to step into the World of The Snowman and create a fun printed souvenir to takeaway. The Snowman costume character will also be making an appearance.
“The Snowman brand is iconic and has provided a way for families to celebrate together for over 40 years,” commented David Sprei, commercial director at Penguin Ventures. “From Raymond’s storytelling legacy, which inspired the subsequent television adaption and its incredibly emotive musical score, we have been able to build a rich consumer products and experiences programme that connects directly and authentically with the existing fan base and new family audiences.
“I’m delighted that this year, we have been able to draw on all of those unique aspects of the brand’s heritage to deliver such an impactful event at London Waterloo and across Brighton, the home of The Snowman.”
Clare Blanchfield, senior brand marketing manager, Penguin Random House Children’s, added: “For so many families, Raymond Briggs’ timeless story of a boy and his Snowman who embark on a magical adventure together, really does signal the start of Christmas. So our campaign, featuring a pop-up event at London Waterloo, is particularly fitting as visitors to the station will be embarking on adventures of their own, during this key weekend at the beginning of the festive season.”
A flurry of activity will also be taking place across Brighton – Raymond took inspiration from the city and its surrounding areas to illustrate the wordless picture book.
Throughout November and December, customers visiting Waterstones in Brighton can enjoy free Snowman activity sheets, stickers and a fun photo opportunity, while the window on Queen Street will be illustrated by artists with a scene from The Snowman.
On 15 December, Brighton Dome will screen The Snowman accompanied by a live orchestral performances of the soundtrack, while LGB Brass will be performing the soundtrack to a screening of The Snowman at All Saints Centre in Lewes on 22 December.
Other activity will include Odeon hosting screenings of The Snowman and The Snowman and The Snowdog across the UK, with activity sheets for children; a Snowdog Trail at Sheffield Park and Gardens; plus an extension of the Bloomin’ Brilliant: The Life and Work of Raymond Briggs exhibition at Ditchling Museum until 22 December due to demand.
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