Aardman is partnering with Weetabix to run a special Shaun the Sheep promotion on packs of Weetabix, Minis, Bitesize and Ready Brek in the UK.
Kicking off this month, the promotion will run on over 20 million packs of the cereals.
The main offer will give consumers the chance to collect two sets of exclusive Shaun the Sheep books (only available through this promotion). Supporting the on-pack competition, consumers will have the chance to design Shaun a woolly scarf. The best designs will win a framed still of Shaun wearing the scarf.
The deal follows the recent agreements for Wallace & Gromit to partner with Kingsmill and Pyrex in promotion deals.
"Shaun the Sheep is hugely popular with children and their families so it was natural that we worked with the family favourite Weetabix to create this promotion," said Sean Clarke, head of Aardman Rights.
Tony Corp, Weetabix marketing controller, added: "Shaun the Sheep is a really exciting promotion for our consumers and the perfect partner for Weetabix and Ready Brek."
A new series of 40x7-minute episodes begin shooting in early 2009 for CBBC and Aardman has already secured a number of pre-sales for the second season of the show.
Among the broadcasters that have snapped up the latest adventures of the character are ABC Australia, TF1 France, WDR Germany, YLE Finland, SVT Sweden, DR Denmark and Noga in Israel.
The property also has 28 UK licensees, including Golden Bear as master toy licensee and Egmont as publishing partner, in addition to numerous international partners.