The 40th anniversary celebrations will kick off in 2018 with confectionery, apparel, toys, publishing and more.
First published in 1978, the picture book (which has sold more than 8.5 million copies around the world and has been published in 15 foreign editions) was adapted into an animated film for the U.K.’s Channel 4 in 1982, and the property has enjoyed a licensing and consumer products program managed by Penguin Ventures.
To celebrate the 40th anniversary, Penguin Ventures will be working with licensees to launch a range of special anniversary products. Confirmed categories so far include confectionery, apparel and toys. Puffin Books will also release commemorative editions of the original story.
In addition, Penguin Ventures is collaborating with several partners to produce a series of unique experiential events, including an exclusive partnership with a flagship retailer and two immersive events at key London
Internationally, the U.S. and Japan are important territories for
brand, and the team will be looking to extend their plans to maximize the 40th
anniversary celebrations wherever possible on a global scale.
“The entire business is incredibly excited to be celebrating this milestone for
,” says Susan Bolsover, head of licensing and consumer products, Penguin Ventures. “There is a tangible sense of fondness and affection toward the brand from consumers and retailers alike. With
, Raymond Briggs has created a precious tradition for families to come together in a shared experience. This powerful sense of nostalgia offers us something completely unique, and we look forward to creating more opportunities for families to make memories with
Read more about:
Subscribe and receive the latest news from the industry.
Join 62,000+ members. Yes, it’s completely free.