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Aardman gets crafty with new preschool show, Pop Paper City

Aardman has secured a new partnership with LoveLove Films, which will see it manage the licensing and retail programme of Pop Paper City, a new preschool adventure craft show which encourages ‘doing as well as viewing’.

The new show is due to premiere on Milkshake in the UK later this year with a global roll out to follow.

Aardman has appointed Val Fry of Fryday Brands to manage the brand in the UK. Val will be supported by Caroline High of Caroline High Consultancy, with both bringing a wealth of preschool licensing experience and will spearhead the development of the consumer products programme for the brand.

The series focuses on a group of unique friends who live at Pop Paper City, the capital of a stunning paper world. In each 11-minute episode, the characters find a new way to have fun together by creating new parts of their already impressive world, using craft to solve their challenges and complete their adventure. Live action montages within the show inspire children to make their own paper creations, encouraging ‘doing as well as viewing’.

The first 52 episodes will include themes such as pirates, space, dinosaurs, cowboys, race cars, underwater episodes and seasonal specials.

The licensing programme will initially focus on securing key partners in toy and publishing categories, before extending the reach into multiple licensed categories.

“We see real potential in Pop Paper City and are delighted to have extended our partnership with LoveLove films to manage the global licensing rights alongside content distribution and a strong YouTube and digital strategy,” commented Rob Goodchild, commercial director at Aardman (pictured above with Val Fry (left) and Caroline High (centre)). “Val and Caroline have a wealth of experience with preschool properties and we look forward to working with them to build a strong licensing programme in the UK.”

Val added: “Caroline and I are delighted to be working together on this innovative and exciting preschool show with Aardman and look forward to inspiring both retailers and licensees with the imagination behind the storylines.”

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