Deal is part of Aardman’s 40th anniversary celebrations.
Aardman has secured an exclusive partnership with Steiff Teddy Bears for a limited edition collectable Gromit.
This is the first licensed partnership to be revealed ahead of the studio’s upcoming 40th anniversary in 2016, where the company plans to release a collection of celebratory merchandise featuring its favourite characters.
Due for release in autumn 2016, Gromit will join a host of brands which have been turned into Steiff creations such as Paddington, Rupert, Winnie the Pooh and The Snowman.
It will be available online and in specialist retailers.
“Aardman’s 40th anniversary makes a great platform to form partnerships based around shared values of fun, high quality and heritage,” said Rob Godchild, head of licensing at Aardman. “We think Steiff will do a great job with our characters and look forward to working with them.”
Ian Munro, international sales director at Steiff, added: “We are looking forward to this tremendously fun project and are proud and honoured to partner with Aardman in celebrating their anniversary.”
