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“Wallace & Gromit are national treasures”

We chat to Aardman’s Rob Goodchild ahead of the dynamic duo’s 30th anniversary.

On November 4, 1989, Nick Park’s first Oscar-nominated short, A Grand Day Out was premiered at the Amolfini in Bristol.

30 years later and the stars of that short are still going strong. “Wallace & Gromit are national treasures,” smiles Rob Goodchild, head of licensing at Aardman. “It’s a brand that has evolved out of a genuine love for the characters, and a never-ending pun collection.”

Aardman has many marketing, promotional and live event partnerships lined up for 2019, targeted across generations. A premiere of the Carrot Productions tour of Wallace & Gromit’s Musical Marvels in May will kick off celebrations. The live orchestral event will then be performed at venues nationwide throughout summer.

There are several licensing partners lined up, existing and new, including a recent partnership with Create and Craft for crafting products, along with other new partners, including celebration products from Signature Gifts and Danilo, collections from Half Moon Bay and Artland, and a board game from Fragor Games. Aardman also plans to work with retailers to build presence in the high street and specialist retailers.

“Wallace & Gromit are Aardman’s most loved and iconic duo. We aim to work with creative partners who understand the brand and naturally align with their brand values: to be quirky, authentic, inventive and funny,” says Rob. “The anniversary is a celebration of all those classic moments and a chance to introduce the characters to a new generation.”

This feature originally appeared in the spring 2019 edition of Licensing Source Book. Click here to read the full publication.

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