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Penguin to build up The Snowman in 40th year

Anniversary to be marked across “all consumer touch points” says Susan Bolsover.

Penguin Ventures is celebrating 40 Years of Raymond Briggs’ original picture book, The Snowman in 2018 and due to the seasonality of the brand, the majority of the promotional activity will be taking place in Q4.

“Highlighting the anniversary of a classic character or brand, demonstrates that it has stood the test of time. The Snowman has an enduring nature and a timeless appeal, beloved by fans around the world and this anniversary allows us to celebrate and reflect on the origins of the brand,” commented Susan Bolsover, director of licensing and consumer products at Penguin Ventures.

The anniversary will be celebrated “across all consumer touch points,” according to Susan. There will be a range of limited editions products from licensees and publishing from Puffin, while the company is collaborating with partners to offer a series of live events and immersive experiences towards the end of next year.

“Outside of the UK, Japan and the US are important markets for us and we are in discussion with our colleagues in those territories to see how we can maximise our celebrations internationally,” Susan added.

For the 2018 festive season, Susan promises there will be a 360-degree campaign that will see The Snowman at the heart of everyone’s Christmas next year; from bespoke retailer activity to media coverage and digital activations, a fully integrated PR and social media campaign.

“Now that The Snowman has come home to Penguin Ventures at Penguin Random House, we are looking forward to maximising opportunities with our partners both in the UK and around the world,” continued Susan.

“We will be using the 40th anniversary as a springboard to position this much-loved and classic brand as the ultimate go-to winter property for retailers and licensees alike, while we continue to find new ways to engage a growing global consumer fan base for The Snowman.”

This feature originally appeared in the spring 2018 edition of Licensing Source Book. Click here to read the full publication.

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