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The Snowman Lands a Slew of New Deals Ahead of BLE

Penguin Ventures has revealed a series of new partnerships for The Snowman following multiple wins at The Licensing Awards 2019.

Voted Best Classic Licensed Property, The Snowman is an Evergreen brand which has now signed a number of new partnerships with Armitage (pet products), Hall & Associates (toiletries), Character Options (toy adventure calendar), Solent (dental), Fashion UK (kids and adult apparel), Westminster Collections (gifts), Bespoke 77 (pudding bowls), Tom Martin (high-end baubles), Greens (cupcake kits), RTC (home fragrance), Misirli (socks for Next) and Play Press (new licensee).

“The incredible Snowman 40th Anniversary campaign helped us to elevate the brand in an entirely new and celebratory way,” says Susan Bolsover, licensing, consumer products director, Penguin Ventures. “The fact that we won this award for a seasonal property is an exceptional achievement and is testament to the creativity and innovation shown from all of our licensed partners and our publishing colleagues who worked with us in such a collaborative way.”

On top of the long list of new licensees joining the brand at the close of 2019, The Snowman will also feature in a series of new and experiential promotions such as a Snowman Christmas trail at Harold Hillier Gardens in Romsey, an exhibition at River & Rowing Museum in Henley and a range of orchestral, cinematic experience across the U.K. Penguin Ventures, part of Penguin Random House, will be at Brand Licensing Europe 2019 (stand C240).

“We’ve been overwhelmed by the interest shown towards The Snowman following a pivotal year of anniversary celebrations in 2018,” says Izzy Richardson, head, brand management, Penguin Ventures. “We have an incredible lineup of activations this year for The Snowman, with outstanding partners who will create special experiences for families to enjoy this festive season. Our focus has been to build on and leverage the impact of the 40th anniversary, and we are delighted to have confirmed some great partners already for 2019 with more still to be announced!”

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