An exclusive deal has been struck which will see the leisure destination tie-up with family-favourites The Snowman and The Snowdog for Christmas 2014.
Susan Bolsover, head of licensing and consumer products at Penguin, said: “The Snowman is a world renowned brand. The Snowman and The Snowdog, which was created in 2012 on the 30th anniversary of The Snowman, has given this classic brand a new lease of life.
“The Intu Trafford Centre Christmas is geared towards our family audience, and they truly appreciate the theatre that our characters can bring to events and promotional campaigns. This tie-up uses the strengths of both brands to their best advantage.”
The hand-drawn illustrations will form the Centre’s unifying theme across TV, radio and print advertising – as well as forming the backdrop to a new grotto experience.
The Centre has also created a limited edition run of 50,000 The Snowman and The Snowdog branded gift cards, a major source of revenue for retailers during the gift buying season.
More than half a million Snowman mailers featuring The Snowman and The Snowdog will hit doorsteps across the region, while the Centre’s social media audience will be targeted with shareable content and online competitions.