Aardman, the award-winning UK studio, is set to bring an ambitious experiential programme to IAAPA Expo Europe, demonstrating how its much-loved characters and storytelling continue to offer new opportunities across attractions, exhibitions, immersive entertainment, retail and live events globally.
IAAPA Expo Europe is taking place in London from 21 - 25 September, with the trade show floor open from 22 - 24 September. Attendees can meet the Attractions & Live Experiences team at the Experience UK Pavilion South Exhibit Halls S3-S23 — S837.
Celebrating 50 years
The studio celebrates its 50th anniversary in 2026, a milestone that both marks its rich heritage and serves as a launchpad for future growth, accompanied by a range of significant projects that will reinforce the enduring appeal of Wallace & Gromit and Shaun the Sheep across numerous visitor experiences.
A key highlight of the anniversary year is Larger Than Life: Starring Wallace & Gromit, Shaun and More, a new immersive partnership with London's Lightroom set to launch in October 2026.
Developed for Aardman's 50th anniversary, the 360-degree experience lets guests step inside the worlds of some of the studio's most beloved characters, blending iconic film moments, exclusive archive material, and custom animation created specifically for the project.
Projected across Lightroom's huge four-wall canvas, the experience honours the creativity, fun, and artisanship that have defined Aardman for five decades, while delivering a scalable immersive format with strong international touring potential.
Aardman goes behind the scenes in Inside Aardman: Wallace & Gromit and Friends at Young V&A
Another key project is Inside Aardman: Wallace & Gromit and Friends, which is showing at Young V&A in London.
This highly successful exhibition is set to tour globally from spring 2027, building on the exhibition's strong audience engagement and critical acclaim to bring visitors closer to the creative processes, artistry, and innovation that drive the studio's work.
Aardman will also extend its experience-led engagement projects into retail, with plans for its inaugural dedicated experiential retail destination, Wallace & Gromit and Friends at Baaa-tersea , to launch at Battersea Power Station in September.
This immersive brand environment will bring together retail, storytelling and fan engagement within one of London's most popular destinations.
Creativity and humour
Meanwhile, the studio's successful partnerships programme continues to present new opportunities across the attractions space.
Seasonal trails with partners such as Kew Wakehurst (17 October to 1 November) and Leeds Castle (21 November to 3 January) are part of a broader autumn and Christmas programme that aims to bring families together through playful, character-led experiences.
Wallace & Gromit: A Cracking Christmas Caper, will run from November 2026 to January 2027The studio is also exploring new, international opportunities for light and lantern events, following the success of The Festival of Light collaboration at Longleat.
Interest sparked by the project has presented opportunities in international markets, including Japan and China, to celebrate the Lunar Year of the Sheep in 2027. This underscores an increasing global appetite for Aardman's characters within large-scale live experiences.
Another major part of the anniversary celebrations is a milestone collaboration with Propstore, a leading entertainment memorabilia auction house.
The auction, which opens for bidding in September 2026, features over 220 pieces from across Aardman's 50-year history, including original Wallace & Gromit, Shaun the Sheep and Feathers McGraw puppets, as well as artefacts from almost every production created by the studio.
This partnership offers fans and collectors a rare chance to own a piece of animation history, while also highlighting the strength and longevity of the Aardman archive as an important asset for future commercial and experiential projects.
For Aardman, the variety of activity during its anniversary year signifies a broader strategy focused on creating meaningful experiences that connect audiences with its characters and stories in new ways.
From exhibitions and immersive attractions to retail destinations, outdoor trails, and live events, Aardman continues to expand its presence far beyond the screen while upholding the creativity, artisanship, and humour that have defined the studio since 1976.
See also: Aardman at 50: celebrating evergreen IP & brand anniversaries
