U.K. TOY FAIR: Aardman Readies for Shaun Movie

Aardman Animations is gearing up for Shaun the Sheep The Movie with a robust licensing program on display at the U.K. Toy Fair this week in London.

April 6, 2018

U.K. TOY FAIR: Aardman Readies for Shaun Movie

A host of new Shaun the Sheep items will be hitting toy shelves this year including a new range of plush toys and games from Rainbow Designs, “Flockstars” mini-figurines from Click distribution, inflatable items from Kids@Play, pocket money toys from H.Grossman and Clay Buddies from Giromax.

Aardman has teamed with Rainbow Designs to host a competition at the U.K. Toy Fair that has attendees collect a Shaun headband and offers the chance to win a family ticket to the London premiere of the film.

Other key categories fulfilled include publishing from Walker books and Centum, apparel from Cooneen and Fashions U.K. and bags and accessories from Trademark.

In addition to product, Aardman has lined up a number of live events across the U.K. including the art installation “Shaun in the City,” which will showcase 120 giant

sculptures of Shaun the Sheep decorated by celebrities and artists along a public arts trail in London and Bristol. The exhibit will raise money for the Wallace & Gromit Children’s charity.

The licensor is also planning a joint merchandise campaign with the Rugby World Cup, which will be hosted in England in September. This co-branding will be supported by a number of toy licensees including Rainbow Designs, Kids@Play and Kayford holdings, with additional product launches across giftwares, homewares, publishing and stationery. 

Aardman will further capitalize on the fact that 2015 is the Year of the Sheep in the lunar calendar with a range of themed celebrations and promotions across Asia that is showcased last week at the Hong Kong Toys & Games Fair. Among the planned events are themed shopping mall events and exhibitions across 10 cities in China as well as in Hong Kong and Taiwan.

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