Brand Profiles

The redevelopment of New Wembley was a painful process, costing far more and taking far longer than anyone had anticipated.

“Moving into pre-school was a natural next step for Aardman,” says Sean Clarke, the firm’s head of licensing and marketing. And it seems now is that time, as Samantha Loveday finds out.

In a world where licensing has thrown up some surprising success stories, few have been as unexpected as The Dog.