Aardman, TOG24 Partner for Shaun the Sheep Children’s Collection

The family-owned outdoor brand, TOG24, has teamed up with Aardman, the independent animation studio behind characters such as Wallace & Gromit, Shaun the Sheep, Creature Comforts and Morph, to create a collection for kids.

The collaboration will launch with an exclusive Shaun the Sheep outdoor clothing range for children, set to hit stores in fall 2025. It marks the start of a long-term licensing partnership between Yorkshire-based TOG24 and Aardman. 

The Shaun the Sheep collection will include a variety of children’s outdoor clothing and accessories. Designed for children ages 4-8, the launch range will include fleeces, gilets, tees, joggers, bags and wellies.

The collaboration will be supported by an integrated marketing campaign online and in stores.

The partnership marks a continuation of Aardman’s efforts to use its characters to help promote outdoor activities and family adventures as part of its “Shaun the Sheep: One Farm” initiative.

“We share the same values: family, a love for the outdoors, creativity and an appreciation for a cozy fleece,” says Rachael Peacock, senior brand manager, Aardman. “Like Shaun, TOG24 prides itself on being ‘best in field … in all weathers!’ so, it was easy to ‘knit’ this relationship together. We’re loving working with TOG24 as our retail partner to reach more families, ready for their outdoor adventures.”

Positive statements for kids, from “good vibes” to “go your way,” will adorn the kit. The products are eye-catching, colorful and on trend to capture the hearts and endless quests for adventures of kids.

“Who wouldn’t want to work with Shaun; it’s a perfect fit,” says Mark Ward, chief executive officer, TOG24. “Shaun is adored by families worldwide, is always outdoors and never seems to mind the weather – just like us. Engaging with families, connecting with kids and raising awareness about outdoor play and the Countryside Code has never been more important.”

In line with both companies’ commitment to sustainability, the Shaun the Sheep clothing range will feature eco-friendly materials, including sustainable cotton, recycled microfleece and recycled polyfill in the jackets. The range will carry eco-certifications to assure customers of its environmental credentials.

The Shaun the Sheep range will be available in the U.K. in TOG24 stores and online. While the initial focus is on the U.K. market, there are plans to introduce the range to international buyers.