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Aardman celebrates 15 years of Shaun the Sheep

Aardman’s Rob Goodchild discusses the milestone for the character and how there are still many ideas for “the world’s favourite sheep” flowing through the studio.

Some 26 years ago, we first met Shaun the Sheep in Wallace & Gromit’s A Close Shave and in March 2022, Aardman is marking 15 years since the character took centre stage in his own TV show which now spans 170 territories, with six series (170 episodes), two TV specials and two movies.

After a busy Christmas – which saw the character appear in many key broadcasters’ schedules with The Flight Before Christmas, as well as starring in the festive windows at Fenwick – this year will see the release of the new Shaun the Sheep Augmented Reality trails, a first collaboration with V&A for the Chinese market and a global programme of activity with Woolmark.

The Shaun the Sheep Circus Show launches at the Sydney Myer Bowl in Melbourne, followed by dates in Sydney ahead of a UK tour, while a Shaun the Sheep Flock this Way exhibition will launch in partnership with the Minnesota Children’s Museum and the on-board tie-up with P&O will continue on its new ship, Iona.

“We will use the anniversary to keep the love flowing for the world’s favourite sheep through our global communities, while we continue to develop fun, contemporary products for all the family,” Rob Goodchild, commercial director at Aardman, explains. “Shaun the Sheep has always been a big priority for Aardman’s creative teams and despite all the content that has been produced, there are still many ideas flowing through the studio.

“As a concept, it is grounded in nature and we are now actively looking to partner with licensees, brands and live events partners to encourage sustainability under Shaun the Sheep’s ‘One Farm’ banner, this year focusing on ‘fun with food’ as a theme.”

Alongside all of this, Aardman will also be kicking off activity in Q4 to mark Wallace & Gromit: The Wrong Trousers turning 30 in 2023.

This feature originally appeared in the spring 2022 edition of Licensing Source Book. To read the full publication, click on this link.

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