The Christmasaurus Trail

Transforming Cribbs into a festive story-led trail inspired by Tom Fletcher’s beloved Christmasaurus books.

With more than 1.3 million books sold in the UK alone, The Christmasaurus has become a modern festive favourite for families across the country. The story provided the perfect foundation for a Christmas experience rooted in storytelling, discovery and shared family moments.

Working in collaboration with Cribbs and Penguin, we created a nine-point interactive trail that guided visitors through the wider centre, encouraging families to explore the destination together while creating meaningful engagement for retailers and hospitality venues throughout the Christmas period.

Each trail point drew directly from the books through scenic installations, interactive activities and narrative sound design, with visitors collecting custom embossed stamps within branded trail booklets as they made their way between trail points.

Reflecting the inclusive spirit at the heart of the books, all installations were fully wheelchair accessible, helping ensure the experience could be enjoyed by as many families as possible.

Alongside the trail, live storytelling sessions and festive meet-and-greets with Santa and visits from the one and only Christmasaurus puppet all the way from the West End. This helped create a strong sense of occasion and a reason for families to return in the lead up to Christmas.

The trail generated 238,545 interactions across with almost 10,000 trail booklets distributed over the month it ws live.

Storytelling sessions welcomes 4,838 attendees, while character appearances attracted over 15,000 direct audience interactions.

Launching within a highly competitive market filled with paid festive attractions, the event exceeded expectations, outperforming the previous year’s event, strengthening Cribbs’ position as a seasonal destination and creating a strong halo effect across the wider centre through increased footfall, longer dwell time and repeat visits throughout the season.