Snowman and snowdog logo

Hemel Snowdog trail

News | 15 November

Residents and visitors to Hemel Hempstead can take part in a stunning sculpture trail as ‘Snowdog’ sculptures arrive in the town centre this November to help celebrate Ten Years of Friendship and Fun with The Snowman™ and The Snowdog this Christmas. 

The trail, brought to Dacorum Borough Council in partnership with Hemel Hempstead Business Improvement District, Wild in Art and Penguin Ventures, part of Penguin Random House UK, is inspired by The Snowman™ and The Snowdog the magical sequel to the late Raymond Briggs’ much-loved picture book The Snowman™

In it, a young boy builds a Snowman and creates a Snowdog with the remaining snow. At midnight both of his creations come to life.

The magical characters will be in place from 15 November to 24 January 2023, offering plenty of opportunities for residents and visitors to enjoy revisiting their childhood memories and discover something new about where you live.

Visitors to the town centre can put on their hats, scarves and socks, come along and say “hello” and take a selfie with the 10 Snowdog sculptures. The trail can be followed using the LoyalFree app which can be downloaded for free from the App Store or Google Play, just follow the trail and scan the QR code to scan in at each location. Alternatively, a trail map can be downloaded at or or collected from the Customer Services desk in the Marlowes shopping centre.

Cllr Alan Anderson, Portfolio Holder for Place said: “We are delighted to be able to bring the Snowdog sculptures to Hemel Hempstead over Christmas, and hope that it proves to be a fun experience whilst allowing everyone to connect with the town centre”

Humphrey Mwanza, Chair of Hemel Business Improvement District said : “We are really excited to be welcoming back a Wild in Art Trail to Hemel Hempstead town centre. We hope that it will have an impact on our local economy attracting more people to the town and that both residents and visitors enjoy the trail whilst discovering what the town has to offer.”

Charlie Langhorne, Managing Director and Co-founder at Wild in Art said: ““We’re really excited to continue our ongoing partnership with Penguin Ventures on another Snowdog art trail in our new location of Hemel Hempstead for 2022. We can’t wait for visitors to discover the magic of the trail and see how the artists have brought the iconic character of The Snowdog to life.”

Further information regarding the trail and trail map will be available soon or


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