The activity will include Shaun the Sheep welcome packs, full of suggestions for activities on the farm, as well as a visual presence on Farm Stay literature, in support of the ‘Wake Up to the Heart of the Country’ initiative which aims to improve awareness of farm and rural accommodation in the West Midlands.
Child friendly farm sites will be identifiable as ‘Shaun approved', and Shaun the Sheep and other characters will appear on signage and promotional literature, as well as heading up activities and competitions to encourage a fully immersive and hands on experience whilst on the farm.
Sean Clarke, head of Aardman Rights, said: “Our partnership with Farm Stay UK is the perfect fit for Shaun the Sheep, the initiative is all about having fun and getting kids excited about the natural world.
"It helps promote Shaun as an ambassador for fun and learning, which is completely on brand for the character, so we’re delighted to be involved.”
Andy Woodward, chief executive at Farm Stay UK, added: "Shaun has been brought on board to encourage children of all ages to visit the countryside and educate and entertain them once they are there, we think it’s a great partnership."
Farm Stay UK will also use Shaun the Sheep branding for their shows, exhibitions and outreach activities, with interactive displays and a presence on the main stand.
The Birmingham Taste Food show on July 16th was the first of these events marking the consumer launch for the partnership, with more planned including Ludlow in September.