In February 2025, the beloved Dog Man leapt off the page and into real life with an energetic, multi-location costume character tour across three of the UK’s busiest shopping centres—Westfield London, Birmingham Bullring, and Manchester Trafford Centre. Expertly delivered by the Events Custodian, this immersive family experience brought the excitement of the Dog Man books to thousands of young fans and their families. Each weekend was packed with joy as guests met the character, posed for photos, and received exclusive Dog Man activity booklets to take the adventure home.

Across nine live dates, the tour achieved incredible engagement with over 2,764 direct character interactions and more than 4,050 guests experiencing the activation. From packed queues to constant smiles, Dog Man became the heart of each venue, turning shopping trips into magical memories. The experience was a powerful reminder of how live brand activations can spark imagination and bring storytelling to life.