Snowdog auctions raise £600,000 for charity

Snowdog auctions raise £600,000 for charity

An auction of ‘snowdogs’, inspired by the The Snowman and The Snowdog picture book, has raised nearly £600,000 for charities in Newcastle and Brighton.

The 100 snowdogs were previously used for two public art trails, organised by Wild in Art and The Snowman brand owner Penguin Random House. The dogs were then auctioned to the public, raising £260,000 for St Oswald’s Hospice in Newcastle and £337,000 for Martlets Hospice in Brighton.

Damian Treece, brand manager for Snowman Enterprises at Penguin Random House, said: "Wild in Art put together the most fantastic experience for the public to enjoy this winter. We have been overwhelmed with the dedication and passion that everyone has shown to strive to raise as much money as possible for two very worthy and deserving causes.”

The Snowman and The Snowdog was originally a sequel to Raymond Briggs’ classic picture book The Snowman, published in 2012.

A TV animation of "The Snowman and The Snowdog" was released by Channel 4 in the same year and there are now a range of consumer products on the market, including toys and games.