By Athina Karolidou
Christmas and books are undoubtedly two of life’s greatest joys, so combining them is bound to bring smiles all around. That’s precisely the mission of Penguin Random House Children’s UK’s heartwarming project: Christmas Starts with The Snowman.
Raymond Briggs’ 1978 illustrated children’s classic has been uniting families for over forty years –preferably by the fireplace, with a cup of tea in hand. To celebrate this timeless masterpiece, Penguin Random House brought The Snowman to life with a magical pop-up experience at London’s Waterloo Station on Saturday, 16 November, and a series of festive activities throughout November and December in Brighton.
Briggs’ beloved book has sold over 5.5 million copies since its publication and was famously adapted into a 1982 Channel 4 animated short movie. Today, it’s impossible to imagine Christmas without at least one viewing of the twenty-six-minute film.
Whether leafing through the book’s enchanting illustrations or rewatching the film, audiences are transported on an emotional journey – one that touches on joy, nostalgia and the bittersweet reality of fleeting moments.
The plot follows a young boy who, on a snowy day, decides to build a snowman in his garden. That night, the snowman magically comes to life, and the pair embark on adventures – from exploring the boy’s home to soaring through the skies. The story concludes poignantly when the boy wakes up to find that the snowman has melted, capturing a bittersweet message about the fleeting nature of joy.
Christmas Cheer at London Waterloo Station
Penguin’s Waterloo pop-up experience was a lively event, where visitors and travellers alike were treated to live music from the Lewes, Glynde and Beddingham Brass Band (LGB Brass), performing iconic tracks from The Snowman's 1982 television adaptation soundtrack. At the station, families could also capture this heartwarming Christmas moment and in a way enter the world of The Snowman by utilising the interactive photo booth placed there. Adding to the festive spirit, musicians and station staff donned the Snowman’s signature scarf, spreading cheer throughout the bustling station.
Brighton Celebrates The Snowman
Penguin’s Snowman project was not restricted to the one-day train station event. Throughout November and December, families visiting Brighton’s Waterstones bookstore can delve into free Snowman activity sheets, stickers and photo-booth opportunities.
Also – and those who will be in the area, mark your calendars – on 15 December, Brighton Dome will screen The Snowman, accompanied by a live orchestral performance of the soundtrack, creating a delightful sensory feast.
David Sprei, Commercial Director at Penguin Ventures, commented on their endeavour to bring Christmas cheer using the Snowman character: “The Snowman brand is iconic and has provided a way for families to celebrate together for over forty years. From Raymond’s storytelling legacy, which inspired the subsequent television adaption and its incredibly emotive musical score, we have been able to build a rich consumer products and experiences programme that connects directly and authentically with the existing fan base and new family audiences. I’m delighted that this year, we have been able to draw 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.”
Supporting this, Senior Brand Marketing Manager at Penguin Random House Children’s UK, Clare Blanchfield, stated: “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. 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.”
These events celebrate The Snowman's legacy, combining its festive spirit with its connection to East Sussex, which inspired Briggs' illustrations. The campaign aimed to bring families together in holiday cheer and highlight the timeless charm of the story.