With our long time collaborators Ministry of Fun, who run the biggest Santa School in the UK, we have been using the universally recognisable iconography of Christmas to tell stories about the impact of our changing world on the festive industry.
In 2019 we secured international coverage with the story of how our low national morale and need for festive cheer saw bookings for Santas boom to such an extent that the Ministry had to put on an emergency Santa School.
Then in 2020 in the wake of the COVID-19 pandemic we hit global headlines again with the inside story of a special Santa School to demonstrate new COVID-safe and social distancing measures for Father Christmases to inspire public confidence that Santa’s Grottos can be both magical and totally safe in the ‘new normal.
New Rules for Santa's Grotto as Trainees Prepare for COVID Christmas
'My makeover at Santa’s workshop'
Beards worth £1000 and reindeer recitals – Santa School is harder than it looks
Best photographs of the day