A celebration of family, community and the joy of reading 

Fenwick revealed its much-anticipated Newcastle Christmas window theme Clarice Bean: Think Like an Elf, which magically depicts the much-loved character Clarice Bean trying ‘exceptionordinarily’ hard to save her family’s Christmas and stop the Christmas spirit completely floating away.  

“Christmas cannot be Christmas without the Christmas spirit, so it is important to keep an eye and not let it float away.” 

This year’s theme was created in partnership with award-winning children’s author and illustrator Lauren Child CBE. This is the first time, since the launch of the first Christmas window display over 50 years ago, that Fenwick has worked directly with an author to design the window theme. Lauren Child has also provided a narration of the story to accompany the reveal, which will be premiered to a global audience on the Fenwick official YouTube channel.  

The spectacularly joyful Clarice Bean Christmas Window display took place in front of a small number of invited guests, including children and families from Fenwick’s partner schools, hospitals and charities, and will be in place at Fenwick Newcastle from Monday 7th November through to early January for all to experience and enjoy. 

Mia Fenwick, CMO at Fenwick: “The Fenwick Christmas window reveal is a much-loved annual tradition not only for our local community in Newcastle, but for the tens of thousands of people who now watch around the world.” 

“This year we are excited to have partnered with award-winning author, Lauren Child, to tell the story of “Clarice Bean, Think Like an Elf.” Lauren is an iconic British children’s author, and her beautiful portrayal of the power of Christmas to bring people together has made her the perfect partner for Fenwick.” 

“Our Christmas windows have long celebrated the importance of storytelling to inspire children and enable us all to build connections with each other. We are delighted to bring this year’s story to life for the global Fenwick community in our 140th anniversary year.” 

Lauren Child, Author of Clarice Bean: Think Like an Elf: “I wrote Clarice Bean, Think Like an Elf during the 2020 lockdown.It was a response to the uncertainty of that time and the isolation many were suffering.I wanted the story to hold at its centre those things we came to value even more deeply: family, friends, community, and the importance of reaching out and searching for the good.It is incredible to me to have this story told across the windows of such an iconic family-owned store, and for Clarice Bean to be part of the Fenwick Christmas tradition.” 

Filled with warmth and irresistible humour, Think Like an Elf is a tale of unwavering Christmas spirit of the extraordinary, effervescent, and beloved Clarice Bean as she navigates her way to a fun-filled, circus-inspired Christmas. The story is told over the eight windows of the Northumberland Steet store frontage where we are transported into Clarice’s world as we are introduced to her home, her family, and her friends as we join her on a quest to bring the circus to town this Christmas. Clarice and Fenwick share an equal love of the circus, as this year Fenwick’s 140th anniversary celebrations drew huge influence from Arthur Fenwick’s passion for the circus. 

To make this year’s magical display even more special, Fenwick has collaborated with Sage Gateshead, one of the world’s leading music centres in the North East. This will mark the first time in the 50-year history of the themed Fenwick Christmas window that a live recording will be used to accompany the display. 

Royal Northern Sinfonia, orchestra of Sage Gateshead, has recorded well-known and loved excerpts from Tchaikovsky’s The Nutcracker. The music was carefully selected to compliment the mischievous nature of author Lauren Child’s Clarice Bean, the star of this year’s display.  

Abigail Pogson, Managing Director of Sage Gateshead said: “Sage Gateshead is excited to play a part in this year’s Fenwick Window display. By providing the musical backdrop to one of the region’s most loved Christmas traditions, we are not only showcasing a growing partnership between Sage Gateshead and Fenwick, we’re also making a bit of local history.  

Sage Gateshead and Fenwick are rooted in the North and we are for the North. This Christmas everybody will be looking for some extra cheer and we hope our contribution to this year’s window will bring just that.” 

In celebration of the partnership, Fenwick are delighted to offer a range of limited-edition Think Like an Elf product exclusive to Fenwick including a special edition of the tale, an Advent Calendar and a bauble amongst other pieces. These not to be missed collectibles are available online now and from Fenwick Newcastle from Monday 7th November https://www.fenwick.co.uk/ 

Learn more about Lauren and Clarice’s world as she discusses her creative journey with broadcaster Clara Amfo for the next episode the ‘The Woman Who…’, Fenwick’s very own podcast series. This episode will be available to listen to this coming Thursday, 10th November. Subscribe now: https://www.fenwick.co.uk/events/event/?cid=8be3e61d-7519-4ec9-b966-6fc3b4887c9a

Ready to deck the halls? The Fenwick Christmas Shop featuring a wide selection of trees, decorations, hampers, food and gifts is now open on the Lower Ground Floor of Fenwick Newcastle and online now. https://www.fenwick.co.uk/christmas

Subscribe to Fenwick Official – YouTube channel for more exclusive content throughout the festive season.


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