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Aardman Greenlights Shaun the Sheep Sub-Brand

Aardman has launched Championsheeps, an offshoot brand from its animation "Shaun the Sheep," with a suite of online games for the CBBC website.

Aardman Digital, an integrated division within Aardman Animations, developed the five new games to support the launch of new episodes of "Shaun the Sheep," which begin airing today, and to provide fans of the show with new content to engage with online. The games see Shaun and friends left alone on the farmyard for the day, where they entertain themselves by holding an Olympic-style competition to see who will be crowned the Championsheep of the farm.

"These online games are the first step in an overarching strategy that we have been planning for some time as part of a new Shaun the Sheep sub-brand Championsheeps," says Sean Clarke, head of Aardman Rights. "The promotional partners we've gained for the Shaun over the past 12 months, like Cycle City and Farmstay U.K., showed us how well Shaun fits with sports and outdoor activities, and it was an obvious next step for us to create an offshoot brand around it. The next phase is a live event, also entitled Championsheeps, due to launch in spring 2011 at the Eden Project and plans are in place to develop a series of iPhone applications and associated merchandise next year as well."

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