U.K. agency will take on “Shaun the Sheep, “Timmy Time,” Wallace & Gromit and other properties.

Aardman has appointed Start Licensing to represent its key brands in the U.K.

Start Licensing will now represent brands including “Shaun the Sheep,” Wallace & Gromit, “Morph,” “Timmy Time” and Early Man across a host of product categories. The agency will also take on the management of the studio’s existing licensing program.

“We work successfully with an agency model around the world and it makes sense for us to take this approach in our home market, where we can draw on Start Licensing’s excellent experience and reputation,” says Rob Goodchild, head, licensing, Aardman. “We are confident that they are the best partner to help grow the Aardman licensing program across existing and new business. We will work cooperatively at the upcoming BLE and will be happy to take appointments at either Aardman or Start Licensing booths.”

The studio will maintain responsibility for master toy, publishing and interactive categories. All product approvals, payments and contracts will also continue to be managed directly by the Aardman team.

“We are delighted to be working with Aardman,” says Ian Downes, founder and director, Start Licensing. “They have a fantastic portfolio of brands–brands that have a rich heritage and that are truly original. They are commercially proven and offer commercial partners real opportunities to driver commercial success. It is also a great opportunity to work with the excellent and well respected team at Aardman. This opportunity plays to our strengths and experience well. We look forward to contributing in a positive way to the development of Aardman’s brands in the licensing market.”