UK-based animation studio Aardman has appointed Sinco as master toy licensee for the UK and Eire.
The toymaker’s initial master toy partnership covers the Studio’s Shaun the Sheep and Timmy Time properties. Certain international manufacturing rights are also included in the deal.
The first range will be unveiled at Hong Kong Toy Show in January with the first products hitting shelves in fall 2018.
As master toy licensee in the territory, Sinco will produce plush, figurines, playsets, vehicles, games and puzzles as well as arts & crafts products.
Additionally, the deal will see Sinco develop a toy collection to coincide with the theatrical release of Shaun the Sheep Movie 2 in 2019.
These products will sit alongside classic Shaun the Sheep items and the entire range will be supported by a marketing program that includes TV advertising.
Last year, Aardman tapped Start Licensing to represent its key brands in the UK. The independent licensing agency manages the UK-based consumer products programs for Shaun the Sheep, Wallace & Gromit, Morph and Timmy Time.
In addition to taking on management of Aardman’s existing licensing programs, Start Licensing has also been asked to generate new business for the studio.
