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The World of The Snowman comes to Grosvenor House London

The World of The Snowman comes to Grosvenor House London

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™ and presented in partnership with The Snowman stage show from Sadler’s Wells.

First created by Raymond Briggs as a wordless picture book in 1978, and published by Puffin, part of Penguin Random House UK, The Snowman has since gone on to sell over 5.5 million copies. The television adaption was launched on Channel 4 at Christmas in 1982 and has been screened every year since, with millions of fans tuning in to watch with their families as an annual festive tradition. The stage show, produced by Birmingham Rep, has been staged at the Peacock Theatre by Sadler’s Wells every year for over 26 years, making it the longest running seasonal show on London’s West End.

Grosvenor House will serve The Snowman Afternoon Tea in the hotel’s stunning 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.

Thomas Merrington, Creative Director, Penguin Ventures said: “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. 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.”

Stuart Bowery, General Manager, JW Marriott Grosvenor House London said: “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.”

The Snowman Afternoon Tea and stay experience will be available to book from October 2023 for dates from mid-November through to early January 2024.

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

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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