'The Snowman' Pop-Up Experience Takes Over London Waterloo Train Station

Penguin Random House Children's U.K. will bring The Snowman to life across Brighton and at London Waterloo train station this Christmas. “Christmas Starts with The Snowman” celebrates how Raymond Briggs' story brings families together 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 broadcasted on Channel 4 in 1982, has been watched by millions of viewers. It has been repeated every year since.  

On Nov. 16, a pop-up experience at London Waterloo train station will immerse visitors in the magic of "The Snowman." Brass band, LGB Brass, will perform tunes from the soundtrack from "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 allow families to enter the World of The Snowman and create a printed souvenir to take. The Snowman costume character will also be appearing to offer a warm welcome (or farewell) to families using the train station that day.  

 "The Snowman brand is iconic and has provided a way for families to celebrate together for over 40 years," says David Sprei, commercial director, Penguin Ventures. "From Raymond's storytelling legacy, which inspired the subsequent television adaption and its incredibly emotive musical score, we have built a rich consumer products and experiences program that connects directly and authentically with the existing fan base and new family audiences. I'm delighted that this year, we have drawn 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."  

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"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," says Clare Blanchfield, senior brand marketing manager, Penguin Random House Children's. "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 Snowman activity will also sprinkle festive cheer across Brighton, the home of Briggs, who took inspiration from the city and its surrounding areas to illustrate the wordless picture book. Around Brighton and the nearby regions, key partners will be joining in the festive fun of celebrating.  

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Customers visiting Waterstones in Brighton throughout November and December can enjoy free Snowman activity sheets, stickers, and a fun photo opportunity. The window on Queen Street will be illustrated by artists with an iconic scene from "The Snowman."  

On Dec. 15, Brighton Dome will screen "The Snowman," accompanied by a live orchestral soundtrack performance. LGB Brass will perform the iconic soundtrack to a "The Snowman" screening at All Saints Centre in Lewes on Dec. 22.  

Other official The World of The Snowman activities taking place across the surrounding area include: