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Penguin Ventures teams with JW Marriott Grosvenor House London for festive afternoon tea

Penguin Ventures has secured an exclusive licensed collaboration with JW Marriott Grosvenor House London, launching a festive afternoon tea experience inspired by The World of the Snowman and presented in partnership with The Snowman stage show from Sadler’s Wells.

Grosvenor House will serve The Snowman Afternoon Tea in the hotel’s stunning Park Room, while a stay experience will also be available, offering guests branded in-room amenities and tickets to The Snowman stage show alongside the afternoon tea.

First created by Raymond Briggs as a wordless picture book in 1978, The Snowman has since gone on to sell over 5.5 million copies. The TV adaptation was launched on Channel 4 at Christmas in 1982 and has been screened every year since.

The stage show – produced by Birmingham Rep – has been staged at the Peacock Theatre by Sadler’s Wells every year for over 26 years, making it the longest running seasonal show on London’s West End.

“Grosvenor House is so well known within our industry as the host venue for The Licensing Awards and so we are especially thrilled to partner with them for The World of The Snowman,” commented Thomas Merrington, creative director at Penguin Ventures. “The award-winning afternoon tea features some of the most stunning pastries in London and the incredible pastry chefs are already working on a bespoke selection inspired by The Snowman. This luxurious treat will be the perfect accompaniment to The Snowman stage show, ensuring a magical experience for families visiting London at Christmas this year.”

Stuart Bowery, general manager at JW Marriott Grosvenor House London, added: “We are delighted to partner with Penguin Ventures and Sadler’s Wells to bring Raymond Briggs’ timeless tale to life through a magical afternoon tea and stay experience at Grosvenor House, paying homage to The Snowman story which is enjoyed by generations every festive season.”

The Snowman Afternoon Tea and stay experience will be available to book from October 2023 for dates from mid-November through to early January 2024.

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