Penguin Ventures Partners with JW Marriott Grosvenor House, London for ‘The World of the Snowman’ Afternoon Tea

Penguin Ventures, the licensing and consumer products team at Penguin Random House UK, has secured an exclusive licensed collaboration with JW Marriott Grosvenor House London, to launch a festive afternoon tea experience, inspired by “The World of the Snowman’ Afternoon Tea” 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 Park Room whilst a stay experience will also be available, offering guests branded in-room amenities and tickets to “The Snowman” stage show alongside the afternoon tea. 

“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,’” says Thomas Merrington, creative director, 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.”

“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,” says Stuart Bowery, general manager, JW Marriott Grosvenor House London. 

“The Snowman Afternoon Tea” and stay experience is available to book now for dates from mid-November through to early January 2024.

“The Snowman Afternoon Tea” has been created under license from Penguin Ventures, on behalf of Snowman Enterprises, a Penguin Random House company.

Earlier this month, Merrington spoke with License Global about how Penguin Ventures translates its classic properties into location-based experiences and licensed products.