Magnum to celebrate birthday with day-long street party

The Magnum dipping bar is currently open at Selfridges
The Magnum dipping bar is currently open at Selfridges

Ice cream brand Magnum has revealed its 25th birthday celebrations will culminate at an event held in Regent Street, London.

Taking place on 27 July, the celebrations will mark the final day of Regent Street’s Summer Streets campaign, which sees the high street closed to automotive traffic every Sunday throughout July.

The Unilever ice cream brand will give members of the public a chance to create their own freshly made ice creams at the Magnum Dipping Bar, currently installed at the Make My Magnum pop-up in Selfridges, London. The company said they expect to distribute 25,000 individiual Magnums.

The event will also present the finale of the #MagnumDresscode campaign, for which fashion designer Henry Holland has designed a limited edition ice cream -themed party dress. The dress, which has also been made completely out of chocolate in a stunt by Magnum, will be available to win at the Regent Street party.

Live music and performances will be provided by City Academy on the day, with more acts and entertainment still to be revealed.

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