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Shaun the Sheep joins Team GB flock

New initiative will feature characters and his friends in their own Team GB kit.

Aardman has joined forces with the British Olympic Association – owners of the Team GB brand – for a joint licensing programme starring Shaun the Sheep.

The licensing initiative will include a brand new style guide, featuring Shaun and the flock in their very own Team GB kit.

After a record breaking Rio 2016 which saw Team GB bring home 67 medals, 27 of which were gold, all attention now turns to the East and the Tokyo 2020 Olympic Games.

The partnership will see Shaun the Sheep and his friends become official supporters of the team, creating an exclusive, fun joint merchandise programme for UK partners across sports and character merchandising.

“Shaun the Sheep, the official mascot of Yokohama will be welcoming Team GB to the City, which will be their host city in Japan in 2020,” said Rob Goodchild, head of licensing at Aardman. “It’s an honour to be working with BOA to create this alliance, creating a joint programme to show our support for the team and inspire the next generation of fans.”

Paul Ellis, head of licensing at Team GB, added: “Tokyo 2020 promises to be an incredible Games and after another historic year in 2018, our sights are firmly looking east.

“Shaun the Sheep is recognised the world over and as Yokohama’s official mascot there’s great synergy with Team GB using the city as a training base and we look forward to working together to make an exciting licensing programme.”

Aardman and the BOA, along with its brand extension agency The Point.1888, will be showcasing early concepts from the style guide to new and existing partners imminently.

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