“We’re incredibly excited to partner with CAA Brand Management across our key markets in Asia,” said Alison Taylor, Director of Licensing & Distribution at Aardman.

“Our brands already have a strong and loyal following in Japan and China, however this collaboration allows us to build on that momentum with a focused and local expertise. Together, we see significant opportunity to unlock new categories and partnerships, to help deepen consumer engagement and support sustainable, long-term growth across Asia.”

Romel Maranon, VP – Brand Management Asia at CAA Brand Management, added: “It’s an honour to join forces with Aardman and represent such beloved and iconic brands across Asia. We look forward to leveraging our regional expertise and global network to help Aardman reach new audiences and create meaningful connections with fans. Together, we’re committed to delivering innovative brand experiences and driving long-term growth for Shaun the Sheep, Wallace & Gromit, and the entire Aardman portfolio throughout these dynamic markets.”

The Aardman licensing business was previously held by Tohokushinsha Film Corporation (TFC) in Japan and U-Young in China.

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A real highlight was collaborating with Nick Park on brand-new sketches inspired by the idea of peeking into Wallace’s sketchbook. His story-led illustrations add authenticity and that second-look detail which is so integral to the brand.

What has been the biggest design or business challenge you faced this year?
One of the biggest challenges has been adapting to the pace of trend adoption across Asian markets. South Korea and Japan move incredibly quickly, and responding at that speed while scaling a refreshed global strategy has required real focus.

At the same time, we’re creating for two distinct audiences: long-standing family fans who love our heritage, and a trend-driven young adult audience discovering our characters in new ways. Finding design solutions that resonate equally with both has been an ongoing balancing act, but it’s also pushed us creatively in ways that feel genuinely exciting.

What design trend caught your eye in 2025?
The trend that really stood out for us this year was the continued rise of accessorising and customisation culture. In markets like South Korea, fans want characters they can wear, attach or collect. From bag charms and keyrings to pen toppers and mini 3D keepsakes… That demand has quickly spread into Europe too.

“The trend that stood out for us this year was the continued rise of accessorising and customisation culture.”

Alongside that, there’s been a huge appetite for personalisable everyday items, where characters become part of people’s daily routines. Things like the Wallace & Gromit customised debit cards from K-Bank in South Korea, phone cases or lifestyle accessories. It’s encouraging to see how strongly fans want to express their personality through the characters they love.

What design or business development from outside licensing influenced you most in 2025?
Two developments outside licensing have really influenced our thinking this year. First is the rise of sport–character crossovers, especially in Asia. The creativity and fan engagement around baseball and basketball collaborations shows how naturally character IP can live in passionate community spaces.

The second is the success of cross-industry mash-ups – music, fashion, art and character brands coming together in unexpected ways. Collaborations like our work with Japanese band Hitsujibungaku and Korean baseball team SSG Landers highlight how cultural intersections can introduce characters to new audiences, new aesthetics and entirely new storytelling opportunities.

What development in licensing and design took you by surprise in 2025?
Even knowing how deeply loved Wallace & Gromit are, the speed and scale of their resurgence after the Vengeance Most Fowl movie release still surprised us. The reaction from younger fans was incredible, everything from Funko sell-outs to Gen Z treating Feathers and Gromit as pop-culture icons. There were even reports of tattoo parlours being inundated with Feathers McGraw requests, which still makes us smile.

Seeing a new generation embrace the characters with such enthusiasm has been one of the year’s real highlights, and a reminder of how enduring and culturally relevant Aardman’s storytelling continues to be.

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Landing in 19 stores nationwide on from December 4th, the 10-piece collection spans t-shirts, hoodies and pyjama sets.

“It’s so exciting to be partnering with a retailer as iconic as Marks and Spencer on this exclusive Wallace & Gromit collection,” said Hannah McFarlane, Licensing Manager at Aardman.

“As we celebrate Aardman’s 50th anniversary, this range offers a joyful tribute to our much-loved characters, brought to life through vibrant designs that are sure to delight young fans.”

Alex Dimitriu, M&S Kids Director, added: “We’re delighted to be collaborating with Aardman on this exclusive Wallace & Gromit kidswear range.

“Bringing such beloved British characters to life through vibrant, playful designs has been a real joy for the team. At M&S, we’re committed to offering families clothing that combines quality, creativity and great value, and this collection does exactly that. We know our customers and their children will be excited to wear these fun pieces as Aardman celebrates its remarkable 50-year milestone.”

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We saw the launch of our Shaun the Sheep collaboration with Lush across North America, Europe, Middle East and Asia generating some fantastic sales and social media buzz – and in the UK we recently launched our first kids apparel collection of outerwear and accessories with TOG 24. It features a wonderfully vibrant colour palette that takes Shaun in a new fashion-forward direction.

In Japan, we’ve been excited to build on our collaboration with Japanese rock band Hitsujibungaku – who did a brilliant cover of the Shaunt the Sheep theme song last year. We’ve launched our first apparel collaboration with the band at Rageblue, Bayflow and Apart by Aland, all part of the Adastria fashion and homewares group.

Also, on the back of the amazing success of Wallace & Gromit: Vengeance Most Fowl last Christmas, we’ve been building our brand and licensing programme for the IP and taking it into some new areas too.

One area I want to explore is Wallace & Gromit’s popularity in South Korea. It’s not a given that every popular UK brand resonated in other territories, so why has the brand proved popular in South Korea?
There are several reasons why South Koreans have taken Wallace & Gromit to their hearts, but chief amongst them is their love of Gromit as a character. His expressiveness, loyalty and general ‘cuteness’ really resonate, not to mention the fact as a nation they seem to adore dogs! Animal characters more easily transcend cultural barriers, so I think this, along with the fact Gen Z have really driven his appeal through social media, has meant he’s become a go-to character.

We’ve also seen how Gromit has become part of the general trend for accessorising and customisation, which is so important not only to Gen Z more broadly, but also within the market. He’s become a must-have accessory, whether that be bag charms and keyrings or through sundries like stationery or collectibles.

What categories have you targeted in South Korea? And has the design had to be altered to resonate for that market?
The accessories, bag charms and sundries areas have been a real focus, and we have several partners covering these categories. There is a real desire for 3D moulded products, from pen-toppers to keychains, so we’ve had to work collaboratively with our partners on 3D products especially.

One of the key focuses for us going forward is how we adapt our characters for the market in terms of collectability and personalisation – as well as being on point with design trends so we ensure Wallace & Gromit remain fresh and relevant with the audience. This increasing awareness and continued love for our characters is a great foundation to long term brand building in the market and we can’t wait to see where Wallace & Gromit go next.

One Korean collaboration that caught my eye is with the Korean baseball team SSG Landers. How did that come about? Why did a partnership here make sense?
What I love about this collaboration is not only how different it feels in terms of what we might have done before in the market, but also how brilliantly Core Communications – the sports marketing agency who spearheaded this initiative – integrated all those unique Wallace & Gromit details into the designs.

Baseball is huge in South Korea and the fan engagement with the teams is on another level. It’s really common for character brands to collaborate with sports teams and when our Creative Services Manager and I visited recently, SSG Landers were just wrapping up on a collaboration with Sanrio. The deal came to us via our agent, Acommz, who felt that this was a great way to bring our characters to an already hugely engaged audience and fanbase, but in a unique way.

In the original films Wallace & Gromit obviously don’t play baseball, so we had to find a creative solution that worked for what both Core Communications and SSG Landers wanted to achieve – but that felt authentic to our characters. As a starting point we used existing character poses overlayed with the team’s branding and colours, and then layered in the details that make this truly a Wallace & Gromit product. For instance, the subtle pattern of cheese and crackers on the jersey numbers is such a brilliant easter-egg moment for fans to find.

We also wanted to take a phased approach to releasing the products so that there was something new for fans to engage with across the season. Our initial product drop went live on August 26th, both online and in the stadium where we had our own dedicated store.

Is this fusion of the brand with sport something you feel can replicated elsewhere – including in the UK?
If it makes sense then why not! Shaun the Sheep was an ambassador for the Rugby World Cup when it was held in the UK in 2015, and we’re also working on a Shaun the Sheep collaboration with a basketball team in Japan, so this is certainly something we’re open to with our brands. If the creative direction makes sense, then it’s also a brilliant way for us to bring our characters to new audiences.

Last question! What are some of your key aims for BLE next week?
We’ve a lot to look forward to this year at BLE. We’ll be making some creative announcements in terms of our style guides and brand assets that I feel will really open up new possibilities for us in terms of product categories and retail, both in the UK and internationally – as well as looking ahead to 2026 when we will be celebrating Aardman’s 50th anniversary. We also have a new Shaun the Sheep movie, The Beast of Mossy Bottom, coming to theatres in 2026 so watch this space!

Terrific. Thanks again Susan.

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Both are powered by Teemill’s sustainable print-on-demand technology.

The refreshed Wallace & Gromit store features an expanded product line, while the new Shaun the Sheep store introduces classic designs alongside an outdoor-inspired capsule collection. Additional ranges are in development, with a focus on Christmas gifting.

“We’re proud to work with Aardman to deliver official merchandise that pairs world-class creative with genuine sustainability,” said Robert Caulfield, Business Development at Teemill.

“The stores show how licensing can move beyond fast fashion into a circular model that works for fans, brands and the planet.”

Hannah McFarlane, Licensing Manager at Aardman, added: “The relaunch of Wallace & Gromit and the launch of Shaun the Sheep mark a step forwardin how we connect with fans online.

“Teemill’s technology and creative team let us refresh ranges quickly, build in seasonal capsules, and market them in engaging ways – all with zero waste.”

The new Wallace & Gromit store is live at wallaceandgromitstore.com.The new Shaun the Sheep store is live at shaunthesheepstore.com

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The direction has been released through two themed design packs for the global market, and a specialised packaging guide for the East Asian market.

The new design packs introduce a modern and playful aesthetic, featuring updated vector character artwork, new icons, patterns, typography, colour systems and placements.

The ‘Home Sweet Home’ guide is filled with playful details inspired by the warm interiors of West Wallaby Street, highlighting Wallace and Gromit’s life together at No. 62. Elsewhere, the ‘It’s a Dog’s Life’ guide celebrates the many sides of Gromit, capturing his sharp wit, kind heart and some other canine-inspired design touches.

The collaboration builds on Aardman’s recent partnership with Studio Griggs, who was also commissioned last year to work on several Wallace & Gromit-related projects, including a foundational creative strategy for consumer products and style guide for Vengeance Most Fowl.

“Working with Studio Griggs on these design packs has been fantastic,” said Aardman’s Creative and Product Development Manager, Ilona Sunderland.

“Steph’s deep understanding of the brand and attention to detail has been invaluable. Just like the films and the characters themselves, it’s all in the finer details! We’re thrilled to roll out this new creative direction, which will enhance our existing partnerships and unlock new opportunities as we look toward another exciting year ahead for Wallace & Gromit.”

Studio Griggs Founder and Creative Director, Stephanie Griggs, added: “The brand design storytelling opportunities for Wallace & Gromit are endless, and I thoroughly enjoyed converting some of the core brand themes into a visual approach that will resonate with the devoted fanbase – whilst welcoming a new audience. It’s such a joy working with the Aardman team and I am so excited to be continuing our collaboration this year via new projects aligning with the creative strategy!”

As Aardman approaches its 50th anniversary in 2026, the studio is sharpening its focus on expanding its licensing business. Led by Executive Commercial & Brand Director Emma Hardie and Director of Licensing & Distribution Alison Taylor, this new strategy and structure are central to Aardman’s brand and licensing division’s efforts to enhance the global reach and value of the studio’s IP.

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The Gromit plush will be available in the UK from April 25th and follows Teddy Mountain UK’s 2024 release of Shaun the Sheep.

“The hugely successful release of our Shaun the Sheep make-a-bear plush underscores our winning strategy of licensing high profile IP, led by these wonderful Aardman characters,” said Ryan Davies, Director at Teddy Mountain UK, Ltd.

“Gromit is a British national treasure and we are thrilled to welcome him into the Teddy Mountain family.”

Hannah McFarlane, Licensing Manager at Aardman, added: “Teddy Mountain continues to lead the way in delivering the ultimate Make-A-Bear experience, and we’re thrilled to see Gromit join the plush family alongside Shaun the Sheep. We look forward to seeing the fans’ excitement as they create their very own version of our iconic pooch!”

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The range from Lush – who celebrates its own 30th anniversary this year – spans a Shaun Bath Bomb, a Timmy Bubble Bar, a Bitzer Body Balm and a Naughty Pigs Shower Jelly. The line is completed by a Troublesome Tractor Soap and a Mossy Bottom Body Spray.

The collection launches on the Lush app on February 17th, and online and in-store from February 20th.

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The main on-pack promotion runs until April 16th and sees three lucky shoppers be in with the chance of winning a blue diamond, each worth approximately £1,500. The top prize links to the theme of the diamond heist by Feathers McGraw; first The Wrong Trousers and most recently in Vengeance Most Fowl. Shoppers need to find one of three unique Feathers McGraw winning tickets hidden in promotional packs, and follow the instructions provided to claim their prize.

Shoppers will also have the chance to win hundreds of other Wallace & Gromit character prizes, including Feathers McGraw 3D slippers, socks and 3D metal water bottles, as well as vouchers for Bisto Roast Seasonings products.

“Partnering with Wallace & Gromit, a much-loved British institution that continues to capture the hearts of families across the nation, is the perfect tie up for us,” said Kate Drew, Marketing Controller of Bisto and Paxo at Premier Foods.

“Bisto is all about bringing families together around the table, and this promotion offers retailers an exciting opportunity to drive excitement down the aisle and boost visibility of our family favourite product. We are confident that this collaboration will resonate well with our shoppers and we’re looking forward to seeing them engage with the brand in a new way over the next few months.”

Rachael Peacock, Senior Brand Manager at Aardman, added: “Partnering Wallace & Gromit with Bisto has been a delight, bringing together two of the nation’s favourites for a cracking partnership with all the trimmings. We have loved the chance to work with Premier Foods to bring our much-loved duo to family mealtimes. As Wallace might say ‘Ooh, that tickles the tastebuds, Lad!’”

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It marks Forbidden Planet’s biggest product launch ever and spans t-shirts, hoodies, sew-on patches, enamel keyrings and pin badges, as well as art prints, postcard packs, mugs, tea towels, magnets and travel pass holders. An exclusive Christmas jumper completed the collection.

“We are so thrilled to be bringing Wallace & Gromit to Forbidden Planet for this iconic collaboration,” said Hannah McFarlane, Licensing Manager – Merch & Promotions at Aardman.

“So much care and attention has gone into this product range and we can’t wait to see our fans’ reactions when it hits the stores.”

Anthony Garnon, Head of Pop Culture at Forbidden Planet, added: “How hasn’t this happened before? Two powerhouse British brands coming together to celebrate Wallace & Gromit, and its fandom. The range is vast and includes something for everyone. I guarantee that if you love Wallace & Gromit as much as we do, you won’t be disappointed!”

The full Wallace & Gromit range is available now in Forbidden Planet stores throughout the UK and at www.forbiddenplanet.com.

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