Aardman, the award-winning UK studio, has announced a collaboration with Spacetoon, an international media and entertainment conglomerate aimed at families.
The collaboration will concentrate on introducing Shaun the Sheep, Aardman’s iconic intellectual property, to premier entertainment venues and events in the Middle East and North Africa (MENA), aiming to increase brand awareness and encourage deeper and wider audience engagement.
Locations will include the Dubai Summer Festival, the regional toy festivals in Bahrain and Qatar, and Riyadh & Saudi Seasons. The events will include character meet-and-greets, live performances, and activity programmes.
Expanding the Shaun the Sheep brand
In addition to these events, Aardman is collaborating with Spacetoon and licensing agency Markettcom to launch a consumer product programme.
This new collaboration expands on Aardman’s portfolio of experiences in the region, established over the last decade, and comes as the studio prepares to release Shaun the Sheep series 7 in 2025. Spacetoon will present its first Shaun the Sheep-themed activation in Qatar’s Lagoona Mall from 16 to 31 January 2025.
Ngaio Harding-Hill, head of attractions and live experiences at Aardman, says: “The Middle East region is a great opportunity to bring exciting new Shaun the Sheep themed live experiences to family audiences. Spacetoon is the ideal partnership through their breadth of experience in producing quality family event activations across the region.”
“We’re thrilled to bring Shaun the Sheep closer to MENA fans,” says Ahmad Weiss, Spacetoon Entertainment general manager at Spacetoon. “We believe this iconic brand has the potential to resonate deeply with local audiences, and we are actively working on a variety of plans to expand the brand beyond screen, bringing new and exciting experiences to fans of all ages.”
Spacetoon established a reputation for successfully converting international entertainment trends into regional successes. With a significant presence in the MENA area, the group has cemented its position as a major force in the local entertainment sector by launching several sold-out events, such as the Bahrain Toy Festival, Riyadh Homecoming, and Qatar Toy Festival.
Last year, Aardman brought its holiday adventure, Wallace & Gromit: A Cracking Christmas Experience, to Cabot Circus in Bristol, UK. Guests helped Wallace save Christmas by making sure the Christmas-O-Matic, his newest invention, worked in time for the big day.
