Wallace & Gromit head to Kickstarter and Aardman and The Vine Lab celebrate 25 years of A Close Shave

Wallace & Gromit is heading to the crowdfunding platform, Kickstarter in a bid to bring to life a detailed collectors’ model to celebrate the silver anniversary of the Academy Award winning short film, Wallace & Gromit: A Close Shave.

The project is the combined work of Aardman and The Vine Lab, who together are looking to celebrate the 1995 film, the third in director Nick Park’s trilogy, recognised as the team’s most ambitious project to date.

Designed using rare production images from the making of the film, the intricately detailed, silver-effect model will depict the moment that Gromit flies into the air in his sidecar plane at the end of the sequence that ultimately leads to the demise of the film’s villain, Preston.

The model will include a host of special features to add to its collectability, including limited edition numbering and a unique Aardman fingerprint signature.

In a nod the film’s original release date, there will be just 1,995 models available as part of the special edition release. However, in order to make the concept a reality, The Vine Lab is asking fans to pledge their interest in securing one of the unique models via Kickstarter.

The site will be live from 22nd October and will remain open for just 35 days, or until all the models have been claimed.

Pledgers will not only get their hands on one of the ultra-rare anniversary models but, in a first for Wallace & Gromit fans, will also be invited to become a vital part of the product development team. Throughout the project, fans who back the campaign will be able to see how the product develops as well as gain access to never-seen-before seen photos and videos from the original production.

Merlin Crossingham, creative director of Wallace & Gromit said: “We are really excited to have teamed up with The Vine Lab to create a very special 25th anniversary collectable. It’s obvious to us that the team at The Vine Lab are huge fans of our work and they have crammed in all of the amazing detail we expect from our models into this collectable and the packaging.

“We are so pleased to offer something truly unique to our fans and know that they will value getting involved in this once-in-a-lifetime experience.”

There are a number of pledge packages available across various price brackets, each offering buyers the opportunity to access original sketches and unseen behind-the-scenes content from the making of the film.

Early-bird prices for the model start at £225, and come complete with white handling gloves, a certificate of authenticity, a storyboard print, behind the scenes art cards, and an acknowledgement in the end credits. In addition, there are five deluxe packages available for £2,500, which include an illustration signed by Nick Park, The Making Of book signed by Merlin Crossingham, and the money-can’t-buy opportunity for pledgers to receive an Aardman model of themselves.

Emma Beeson, co-founder of The Vine Lab, commented: “At The Vine Lab, we live and breathe pop culture and are huge fans of Aardman.

“We have worked painstakingly to recreate Gromit’s plane using hundreds of archived images and rare footage in order to guarantee an intricately detailed collectors’ model that we know will appeal to film fans, collectors and investors alike. We’re looking forward to working alongside our pledgers to create something truly unique.”

Pledges will be open until 26th November via: https://www.kickstarter.com/projects/thevinelab/wallace-and-gromit-a-close-shave-collectors-model

Aardman teams with Yeo Valley Organic to bring Timmy Time to the Little Yeos kids’ range

The multi award-winning independent animation studio, Aardman, has teamed up with the British organic brand, Yeo Valley Organic to bring its recently re-launched pre-school favourite, Timmy Time to the company’s kids’ range Little Yeos.

The partnership marks the fourth time that Aardman has teamed with the Little Yeos brand. The new promotion will feature Timmy – the smallest lamb in the Shaun the Sheep flock and the star of his own spin off series, Timmy Time, which returned to CBeebies in the UK last year.

The partnership on Little Yeos Fruity Favourites four-pack will support children’s education in learning more about the environment, healthy lifestyle and taking care of the planet supporting Yeo Valley Organic’s latest campaign to encourage its consumers to Put Nature First.

The campaign, which is set to run for two-years, will allow Yeo Valley to feature Timmy Time on its channels sharing content about the environment and healthy lifestyles.

Tor Crockatt, Little Yeos brand manager, said: “We’re thrilled to be working with Aardman again and continuing our partnership on the Little Yeos range. Little Yeos is perfect for pre-school children and just like Timmy, our core consumers are also heading off to nursery school.

“Timmy’s cozy little Nursery in an old farm building nestled in the rolling hills, is like the real Yeo Valley family dairy farm in Somerset. As organic dairy farmers we’re keen to help show children the importance of the environment and ways they can help to Put Nature First.

“Just as Timmy and his animal friends learn together, we’ll be bringing a little bit of that to our Little Yeos consumers too.”

Laura Burr, senior brand manager from Aardman, added: “We are so pleased to be partnering with Yeo Valley Organic again. Timmy loves learning about the world and we are delighted that this collaboration goes beyond a straightforward on-pack promotion, providing Timmy and his friends with a platform to help Yeo Valley Organic inspire young children to Put Nature First.”

Little Yeos Fruity Favourites are billed as 100 per cent organic, made with real fruit purees and no artificial flavours and available in most supermarkets. The Timmy Time partnership is now appearing on packs in store.

In bloom: Gardening specialist Primus on the growing potential and demand for licensing in the back garden

With the increased time spent at home, with family, and the surge of the UK’s population turning to the garden space and gardening hobby as a means of exercise and ‘back to nature’ entertainment, it really shouldn’t come as a surprise that the market has become one filled with potential for the licensing space to tap into.

It was only at the end of last month that garden and gardening specialist, Primus, took home a double award win at Glee Gathering, where its range of Peppa Pig garden ornaments triumphed in both the Best of British Award and Best Garden Decoration Award categories.

The win underscored an interesting and undeniable shift in the landscape; one that Steve Perry, head of marketing at Primus, reaffirms when he tells Licensing.biz that “the garden industry desperately wants to see more licensed products in the marketplace.” It’s something the licensee spotted when it first struck up partnerships with Aardman for Shaun the Sheep and Wallace and Gromit garden ornaments, or with RSPB for its hand crafted wooden bird gifting range, and continues to see today with the success of its latest partnership with Hasbro: the market for brands in the gardening space is currently blooming.

Licensing.biz catches up with Perry, head of marketing at Primus to explore the market, why the hobby is finding younger and younger audiences, and why now is the right time for the licensing industry to be sowing the seeds for a fruitful venture in the back garden.

Hi Steve, it’s good to explore the garden with you and congratulations on the recent award wins. Seeing a licensed product take the win across two categories, how reflective do you think this is of current trends in the garden/gardening market?

I think the garden industry desperately wants to see more licensed products, having our range of RSPB hand carved wooden birds shortlisted for the same award last year also backs this up. The judges are looking for something new and original and licensed products in this category hasn’t been done like this before (other than us in other ranges).

After a very successful run from our Shaun the Sheep licensed products we decided that we would expand our licensing portfolio, so I reached out to the licensing agency behind the IP on the idea of translating the ever popular Peppa Pig characters into an ornamental form suitable for the home and garden, which they were incredibly receptive to. A deal was soon made and then after a lengthy development stage the final products have been released and all are in agreement that they are fantastic, the initial market feedback speaks for itself.

It’s here that the licensing category manager at Hasbro, Zahara Gul told us that given that the show is ‘very much about first experiences’, the team is “looking forward to working with Primus to extend the garden offering to get kids involved with nature.”

You guys mention other licensed lines in Shaun the Sheep and Wallace and Gromit. What potential do you see for the world of licensing in the garden and gardening market?

We feel that brand licensing in the garden sector is a large growth area, you don’t see the same kind of licensing activity like you do in other sectors and licensors now are definitely starting to realise this. In particular we feel this is the case with younger audiences who are heavily bought into brands and characters and no doubt in part why our new range Peppa Pig and friends did so well at this year’s Glee Gathering winning two awards – Best of British and Best Garden Decoration categories.

So far the response from the trade has been the best we’ve ever had to a new licensed product collection. We knew Peppa Pig would be popular but we doubled our initial order quantity purely from the demand generated by our pre-order catalogue. We know our retailers’ customers are going to love these ornaments, as well as the more than 200 other new products for the 2021 season. We loved them from the start but we were unsure what the reaction would be from the trade and customers.

Being shortlisted for best new product at the Glee Gathering 2020 and with the volume of pre-orders coming in we are glad everyone likes them as much as we do and I think this is simply going to open more doors for the world of licensing and the gardening market. It is certainly pivotal to our plans going forward.

What sort of increase in interest in gardens and gardening have you seen in terms of customers and audiences as a result of the UK lockdown measures? Has this fueled growth in the market?

Like many industries, the current pandemic has certainly had an impact on the gardening sector, but thankfully it’s potentially had a very positive long term impact in this particular sector, The Horticultural Trades Association states that ‘almost three million gardeners sprung up this year as a result of lockdowns.”

The pandemic has created a new generation of enthusiasts who have found the joy that can be had from their garden and we hope people continue to embrace this new found love of gardening especially the younger, family demographic we are seeing a big increase in.

Arguably the success of the Peppa Pig range suggests that more families are taking it up as an ‘at home’ hobby. Would this be the main market for licensed garden products? What do you look for in a licensing partnership or property to work with?

To this point garden gift and decor has been our area of focus, I would agree that part of Peppa’s success has been due to the family appeal but there is a huge amount of scope to be had with brand licensing in the garden sector.

For us, when choosing a license partner to work with we do not necessarily look for trends or fads, instead we look at characters and brands that have stood the test of time and can almost be seen as “classic”, certainly this is the case for our Aardman collection, with Wallace and Gromit having their 30th anniversary last year.

Unlike with plush for toy industry where licenses are based heavily on what’s hot right now, I think the gardening market appreciate heritage and something that is lasting.

What does the current licensed range at Primus span? Have you got plans to build on this? What plans have you got for tapping into the younger audiences?

Currently Primus has focused heavily on decor and gift lines such as Aardman metal garden ornaments, our RSPB hand carved wooden birds and now Peppa and friends, garden decor is the core of what we distribute at Primus with over 500 other non-licensed products in the category. However we do see that there is a real movement right now to encourage young gardeners and get them into the hobby from a very young age.

There’s a huge amount of positive experiences that can be had by introducing children to gardening and research suggests children perform better at school if they’re involved with gardening, as well as it being a healthy and active hobby as opposed to video games and other not so stimulating interests’ younger generations can have.

Working with our existing licensors and potentially some new partners we feel that Primus could help to lead the way by using some of their favourite characters to help inspire them to engage into this new activity and get a lot of joy from it.

Aardman teams with British designer Julie Dodsworth to create unique new Shaun the Sheep designs

The British Artisan designer, Julie Dodsworth has partnered with Aardman to create a set of hand painted designs, taking inspiration from the colours of the British countryside and the popular Shaun the Sheep brand.

The new Shaun the Sheep x Julie Dodsworth collaboration not only renders the series’ hero Shaun in a unique new way, but delivers on Aardman’s ongoing ethos of ‘we do more’ buy extending the brand into new areas in new ways.

Painted in Julie Dodsworth’s signature style, the new patterns have been developed to suit a range of categories, from homewares, fabrics, and toiletries, to stationery and garden equipment.

Danny Heffer, creative lead, sales and marketing at Aardman, said: “We are really pleased to be working with British talent like Julie Dodsworth on this new design collection. Julie is known for her floral hand painted style, which translates nicely into Shaun’s rural world.

“It’s been refreshing getting a new perspective on Shaun the Sheep and it we think it will be popular with fans not only in the UK, but in a number of territories around the world. We are currently looking for a range of licensing partners to take along with us on this design journey and help to bring Julie’s interpretation of Mossy Bottom Farm to the retail market.”

Julie Dodsworth added: “I’m thrilled to have been invited to work with Shaun the Sheep and all the team at Mossy Bottom. From the viewpoint of being a genuine fan it has been fantastic to create designs that reflect Shaun’s humour and colourful character. My thanks to all the team at Aardman.”

Nick Jr, Acamar and Aardman among licensing line up for Play at Home Fest 2

Dr Gummer’s Good Play Guide is putting the final preparations in place for the second installment of the virtual family festival, Play at Home Fest, this weekend. Following the success of the inaugural event in May this year, major players from the licensing space are headlining the upcoming event.

Nick Jr. is bringing its Blue’s Clues and You! and PAW Patrol, to feature alongside the likes of Acamar Films, Dreamtex, and HarperCollins with Bing; Rainbow with 44 Cats and its party licensee Amscam, while Aardman will be returning to host a Shaun the Sheep model making workshop.

Also joining this weekend’s line-up are Sylvanian Families, Aquabeads, Geomag, Drumond Park, Trends UK, The Essential One and EasyRead Time Teacher. The event, which was created to make the world a more playful place during the COVID19 pandemic, will be accessible to families worldwide on Saturday 29th August. 

Two virtual stages will be streamed live to living rooms, gardens, campsites, holiday cottages, and anywhere else where children aged eight and under and their families are during the Bank Holiday weekend. 

The event will be hosted by up and coming kidfluencer, Sisi from Sisi’s World, star of West End Musical, Matilda, and daughter of TV presenter Nigel Clarke. She will be guiding and entertaining children and their families during the Bank Holiday weekend. 

The first Play at Home Fest accrued an incredible 71,000 views and was streamed into the homes of 14,000 families, with social media impressions reaching 750,000 on Good Play Guide channels alone. 

“We were blown away by the success of the first Play at Home Fest, and it was a no-brainer to bring families together again for more fun during this period when playful experiences are needed more than ever,” said Amanda Gummer, founder and CEO of Dr Gummer’s Good Play Guide.

“I’m really pleased to have been able to support some amazing brands during a period when marketing and promotion has been particularly difficult, while also bringing fun and play to the forefront for consumers. The calibre of the acts signed up again for this weekend’s event shows just how beneficial this initiative has been for all involved.”

Aardman goes next level personalisation with funwisher.com to offer customised Shaun the Sheep ‘episodes’

Aardman has partnered with the wish-fulfillment platform, funwisher.com, an initiative that offers personalised wishes from sports stars, actors, influencers, musicians, and now animated characters. From today, fans can order customised wishes from Shaun the Sheep online in the form of their own personalised videos.

The five minute episodes, which are set on the farm, will be sent to the lucky recipient to enjoy again and again. All that users will need to create their bespoke videos are some photos of that special someone, along with providing basic information about them: their name, age, interests and Shaun will come up with a script and, together with his friends, they will develop a unique video greeting.

Rachael Peacock, senior brand manager at Aardman, said: “We’re delighted to be working with Funwisher to offer our fans something truly unique with their very own personalised Shaun the Sheep episode. What a baa-rilliant birthday gift!”

Initially, it will be birthday messaging available for personalisation, but in the coming months fans will be able to have Shaun and his flock deliver bespoke videos for every occasion: name day, Children’s Day,  exams, end of the school year and the holidays.

Through this innovative platform, not only will consumers receive an exclusive gift but there is also the added benefit of supporting a charity that Aardman support at the same time. A percentage of sales from each video will go to one of the following charities; The Grand Appeal, The Children`s Sleep Charity or Brake the Road Safety Charity, and can be selected by the consumer on purchase. 

Custom wishes from Shaun the Sheep will launch in English-speaking territories around the world from Friday 21st August. Polish and German language versions will also be available soon.

Aardman strikes major deal with Tencent for Shaun the Sheep streaming in China

The iconic British animation studio, Aardman has just struck up a new deal with Tencent Video in a new move to grow the audience for its hit Shaun the Sheep property in China.

Tencent Video is the leading online video streaming platform in China. Under the new deal, it will become the home of Shaun the Sheep’s library of 170 episodes, including series six which launched earlier this year. The placement with Tencent Video complements Aardman’s worldwide deal with Netflix for the entire Shaun the Sheep catalogue.

Robin Gladman, senior distribution and acquisitions manager, said: “Our new deal with Tencent Video is a truly exciting next step for our business in China and a great moment for the studio.

“Tencent Video will become a fabulous new home for our biggest global brand ‘Shaun the Sheep’ and help us reach millions of families across the territory.”

The studio continues to build its Chinese licensing programme for the brand alongside its agents UYoung, securing prestigious partnership and building a strong and loyal fan base. Most recently Shaun the Sheep has collaborated in a creative promotional partnership in China with a line of children’s clothing with Italian high fashion sportswear brand FILA.

The Shaun the Sheep x FILA Kids ‘Shake it with Shaun’ themed campaign was announced with a vibrant teaser video on Children’s Day (China), which achieved an impressive 11M views in just 24 hours. The new product range consists of a complete range of apparel, footwear and accessories for children and the launch will be supported by in-store activities featuring Shaun the Sheep character costumes and interactive dance machines for shoppers to enjoy, as well as a Tik Tok online Dancing Challenge followed the Shake it with Shaun video expected to attract millions of fans to participate.

With its increasing global appeal for families, the team at Aardman continues to develop its portfolio of Shaun the Sheep attractions and live experiences in the territory, including the national touring stage show Shaun the Sheep – The Alien Visitor in partnership with Hand in Hand Theatre Company and Shaun the Sheep Go To Sanya, launching at the Mangrove Tree Resort World, Hainan in summer 2020.