89_91_Advent Calendars.qxp_Calendars Grid 20/01/2024 13:25 Page 1
FOCUS ON: ADVENT CALENDARS
Below: An Emma Bridgewater Advent from Caltime. Bottom: Roger la Borde’s signature Pop & Slot calendars.
OPENING DOORS The season of Advent dates way back to the fourth century, but the tradition of marking the countdown to Christmas with Advent calendars and Advent cards seems stronger than ever. PG opens the doors on publishers’ developments and retailers’ views. Big business for small design
“I remember I had a paper Advent calendar when I was young that I packed away every year and I used it again the following Christmas. I got to know the images behind the doors and got excited when I reached the stocking behind door 15 – that meant only 10 days until Christmas Day!” reminisced GBCC head of creative Lucy Ledger, “With the cost-of-living crisis we’re slowing down and focusing on the little things that bring us joy, Advent calendars play a part in that.” Roger la Borde is one company that has built on the public’s joy of having an Advent calendar as part of their festive traditions, seeing its Pop & Slot 3D Advent calendars as one of its “signature Christmas products.” As Helena Maratheftis, marketing manager of Roger la Borde elaborates: “We find
they’re becoming increasingly popular as customers focus more and more on sustainability. They are made from a biodegradable material – cardboard – and can be disassembled after Christmas and reused year after year. We had this in mind when we Above: Marvling Bros’ designed them with big idea for a tiny Advent attracted a lot an emphasis on of interest. durability, as well as looking gorgeous and festive when on display.” Flame Tree Publishing has two new advent calendars for the 2024 Christmas season, welcoming Swedish illustrator Maja Lindberg into its catalogue as well as continuing to work with
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From the world’s smallest advent calendar to a jewelleryfilled option coming in at an astounding £100,000, consumer expectations have expanded for these festive staples. Marvling Bros attracted a lot of attention when it unveiled The World’s Smallest Advent Calendar In A Matchbox, which houses 24 magical door-shaped decorations numbered for the days of December leading up to Christmas Eve, all ready to hang on the tree or around the house. Each festivelydecorated door belongs to a character from a fairy tale or Christmas story – from Robin Hood to Sleeping Beauty, the company wants people to guess who lives behind each door and, for extra festive frivolity, there’s a knock, knock joke on the back. “We wanted to create something truly magical, a festive experience that resonates with all ages. It's more than just an advent calendar; it's a pocket-sized treasury of nostalgia and stories,” said Emma Dobie, director of Marvling Bros.
