Fashion Santa wasn’t a guaranteed success. But the world took notice in 2014, after Paul Mason, aka “Fashion Santa”, showed up in a Toronto area mall. Massive international press ensured a great start for the brand, which five years later takes Paul across North America every Christmas season.

• How veteran fashion model Paul Mason developed his iconic Fashion Santa character
• Which markets accepted this new Santa… and which ones did not
• The magic (and risks) of developing a brand around a well-known cultural character 
• And why you’ll never see a chair in Paul’s selfie photos.