Family-owned outdoor brand, TOG24 has teamed up with Aardman to create a new Shaun the Sheep collection.
The collaboration will see the launch of an exclusive Shaun the Sheep outdoor clothing range for children, set to hit stores in autumn 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, with prices ranging from £10 for accessories up to £50 for jackets. Designed for children aged 4-8, the launch range will include fleeces, gilets, tees, joggers, bags and wellies.
The collaboration will be supported by an integrated marketing campaign and point of sale both online and in-store.
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 impactful 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,” commented Rachael Peacock, senior brand manager at 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 work with TOG24 as our retail partner to reach more families, ready for their outdoor adventures.”
Mark Ward, CEO at TOG24, added: “Who wouldn’t want to work with Shaun? It’s a perfect fit. 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. This includes sustainable cotton, recycled microfleece, and recycled polyfill in the jackets. The range will carry eco-certifications to assure customers of its environmental credentials.
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