Flurry of brand partnerships and activations confirmed for classic character this festive season.
The Snowman will be placed ‘at the very heart’ of British Christmas this year, with a flurry of brand partnerships and activations working around a central theme of ‘togetherness’.
The focus will be on how families and loved ones can come together in celebration, even when they are being kept apart due to COVID restrictions.
High profile brand partnerships have been revisited including a licensing collaboration with The Royal Mint, which recently launched a commemorative 50p coin design. The new design was created by Robin Shaw – lead animator on sequel The Snowman and The Snowdog – and features The Snowman hugging James, a reflection on how the timeless tale brings people together at Christmas.
This is the third commemorative Snowman coin released by The Royal Mint in collaboration with Snowman Enterprises and officially licensed by Penguin Ventures, with previous coins released in 2018 and 2019. The coin comes a range of finishes including brilliant uncirculated, silver proof and gold proof versions.
In addition, a long-term brand partnership with The British Red Cross has continued this year during the 150th anniversary of the charity, with a message of kindness for the UK.
The Snowman and The Snowdog are heading up a schools Kindness Calendar campaign, with the activity available as a free download to all primary schools. The calendar will help children learn about kindness, the importance of having connections and friendships with others and how to cope with change. The Snowman and The Snowdog will inspire the winter social media campaign for The British Red Cross once again this year and a co-branded version of the audio book is available exclusively at TKMaxx, with profits donated to the charity.
“We could all do with some extra magic this festive season and it’s our hope that the timeless magic of The Snowman will provide a familiar warmth and reassurance to families everywhere this winter,” said Izzy Richardson, global brand director at Penguin Random House Children’s UK. “We have had to rethink many of our planned activations and are proud to be entering the Christmas season with a robust programme of Snowman activity that celebrates theme of togetherness, even when we are apart.
“We are delighted to continue long-term brand partnerships with the British Red Cross and The Royal Mint, while welcoming new experiences that bring the ‘World of The Snowman’ to life through new partnerships with Luna Cinemas and Forest Holidays, who’s Snowman experiences will offer families and loved-ones surprising ways to come together in celebration this Christmas. In amongst all of this exciting activity, is our recently launched ‘Winter Windows’ initiative, that places The Snowman at the very heart of British Christmas this year and raising vital funds for children’s hospice charities with every window created.”
The new partnership with Forest Holidays has seen The Snowman and The Snowdog interactive family trails launched in nine locations around the UK. Every guest will receive a special, bespoke edition of the classic Raymond Briggs’ The Snowman, while all Forest Holidays gift shops will stock a range of Snowman licensed merchandise.
Finally, while many screenings and live performances have sadly been cancelled this year, a collaboration with Luna Cinemas will ensure that families can come together with The Snowman this winter. The Snowman and The Snowman and The Snowdog animations have been included in the Luna Drive In Winter Cinema, offering families the opportunity to continue their festive tradition of watching the classic films.
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