Creating Global Experiences with Iconic Characters
STRATEGY BRANDING & CONTENT: Licensing Aardman Brands to the Experience Sector
Aardman
Aardman is a multi-award winning animation studio based in Bristol, UK and one of the most inspirational and best loved animation studios in the world. A world leader in animation, producing feature films, series, commercials and interactive
Creating Global Experiences with Iconic Characters
Aardman has developed multiple longterm partnerships with farm attractions globally, due to the natural link between Shaun the Sheep and his home on Mossy Bottom Farm. Shaun is Aardman’ s biggest global IP, and the farm attraction sector offers a fantastic opportunity to authentically theme these visitor attractions with such a beloved character and 20 years of farm-based stories and worlds, creating a supporting narrative which allows visitors to engage with the attraction on a deeper level and elevate the attraction’ s profile as a result. Existing partnerships include Farmer Ted’ s, UK, Skånes Djurpark, Sweden, Rosa & Berry, Japan. In July 2026, Skånes Djurpark revealed this year’ s major new summer attraction. The 20,000 square metre Shaun the Sheep Land( Fåret Shaun Land) is expanding, and the area can now be experienced from a completely new bird’ s-eye perspective. The new attraction, The Scrap Flyer( Skrotflygaren), has been created by Shaun the Sheep and his Flock, allowing guests to fly high above the park. Aardman has a rich history of using their IP to create engaging exhibitions and immersive experiences. In February 2026, Aardman unveiled Inside Aardman: Wallace & Gromit and Friends, a 500sqm exhibition at Young V & A in London, one of the UK’ s most respected and internationally acclaimed museums for creativity and design. The exhibition marked the museum’ s most successful launch to date, with unprecedented ticket and retail sales. In a landmark cultural moment for 2026, Aardman has also partnered with London’ s Lightroom to develop Larger Than Life: Starring Wallace & Gromit, Shaun and More. entertainment. Aardman is renowned for developing and building enduring character brands across all media. We specialise in marketing and realising the commercial potential of our properties in a way that celebrates and respects their creative values.
This brand-new 360 ° immersive experience marks the 50th anniversary of the Aardman studio, inviting audiences to step directly into the anarchic, joyful worlds of the likes of Wallace & Gromit, Shaun the Sheep and Morph. The experience will open in October 2026 at Lightroom’ s iconic venue in Cubitt Square and will be followed by an international tour. Aardman have also expanded their immersive experience programme to develop and license an Augmented Reality trail app programme globally across Shaun the Sheep, Lloyd of the Flies and Wallace & Gromit. These digital experiences offer a simple, turnkey package for visitor attractions to use the IP to create impactful campaigns and enhance and vary their on-site public event programming. The diversity of these IP offers the opportunity to target and license these app programmes to different attraction sectors, leaning into brand themes such as science and innovation for Wallace & Gromit, farming and the great outdoors for Shaun and nature and entomology for Lloyd of the Flies.
Company Address: Gas Ferry Road Bristol BS1 6UN
Primary Contact Name: Isabella Baldo
Job Title: Attractions and Live Experiences Executive
Contact Details: + 44( 0) 7855 982669 isabella. baldo @ aardman. com www. aardman. com
Key Services / Specialism
• Blue Sky Development
• Themed Entertainment, Rides & Attraction Media
• Collaboration with Physical Design
• Real-time
• Interactive Media
• XR: Virtual, Augmented & Mixed Reality
Sectors served:
• Attractions
• Exhibitions
• Immersive Experiences
• Live events
• Stage Shows
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