Rainbow Designs will be showing a Shaun the Sheep range including plush, gifts and novelty items at Toy Fair (stand E40) after securing a master toy partnership with Aardman Rights.
It's the second master toy licence signed by Rainbow in as many weeks – the firm recently signed a master toy deal for Charlie and Lola.
Anthony Temple, Rainbow Designs' MD said: "Shaun the Sheep is an iconic international brand, which is going from strength to strength, and is the perfect addition to our prolific portfolio of licensed children’s characters.
"We are delighted to be working with Aardman again and to build upon our successful Wallace & Gromit relationship. Toy Fair is the perfect launch pad for our Shaun the Sheep collection and we look forward to unveiling the new products to retailers."
Rob Goodchild, head of licensing at Aardman Rights said: "We’re thrilled to be developing our great relationship with Rainbow Designs. We have exciting plans for Shaun the Sheep across broadcast, digital and live events platforms that will create strong merchandise opportunities through toy and gift channels."
In 2013 Rainbow will expand its Shaun the Sheep range with a new collection targeted at the 'retro collectable and social expression' markets.