Aardman partners with TOG24 for exclusive Shaun the Sheep children’s collection

The family-owned outdoor brand TOG24 has teamed up with Aardman, the multi-award-winning independent animation studio behind beloved characters such as Wallace & Gromit, Shaun the Sheep, Creature Comforts and Morph, to create a collection for kids. 

The collaboration will see the launch of an exclusive Shaun the Sheep outdoor clothing range for children, set to hit stores in Autumn 2025. It marks the start of a long-term licensing partnership between Yorkshire-based TOG24 and Aardman.  

The Shaun the Sheep collection will include a variety of children’s outdoor clothing and accessories, with prices ranging from £10 for accessories to £50 for jackets. Designed for children aged 4-8, the launch range will include fleeces, gilets, tees, joggers, bags and wellies.

The collaboration will be supported by an integrated marketing campaign and point of sale both online and in store.

The partnership marks a continuation of Aardman’s efforts to use its loveable characters to help promote outdoor activities and family adventures as part of its impactful ‘Shaun the Sheep: One Farm*’ initiative. TOG24 and Aardman first worked together in 2022 through Natural England, to help promote King Charles III's England Coast Paths, when Shaun the Sheep became the Countryside Code champion. It was the start of a natural partnership between the two brands and exciting opportunities for the duo who are aligned in several core values.  

TOG24 is all about getting outdoors with family, friends and loved ones. It is well regarded as a down to earth, independent, family-owned brand, with a love for the outdoors and strong ethics which have been handed down from generation to generation.

Producing high-quality kit that is honestly priced, everything is tried and tested on the uncompromising Yorkshire terrain and gets the final nod from the pack of (sheep friendly) whippets who rule the roost at TOG24’s head office in the Spen Valley.

Rachael Peacock, Senior Brand Manager from Aardman commented "We share the same values—family, a love for the outdoors, creativity, and an appreciation for a cozy fleece. Like Shaun, TOG24 prides itself on being "best in field… in all weathers!" so, it was easy to "knit" this relationship together.

"We’re loving work with TOG24 as our retail partner to reach more families, ready for their outdoor adventures.” 

Positive statements for kids will adorn the kit from ‘good vibes’ to ‘go your way’ and the products are eye-catching, colourful and on trend to capture the huge hearts and endless quests for adventures of our little people! 

Mark Ward, CEO of TOG24, added: "Who wouldn’t want to work with Shaun? It’s a perfect fit. Shaun is adored by families worldwide, is always outdoors, and never seems to mind the weather—just like us. Engaging with families, connecting with kids, and raising awareness about outdoor play and the Countryside Code has never been more important." 

In line with both companies’ commitment to sustainability, the Shaun the Sheep clothing range will feature eco-friendly materials. This includes sustainable cotton, recycled microfleece, and recycled polyfill in the jackets. The range will carry eco-certifications to assure customers of its environmental credentials. 

The Shaun the Sheep range will be available in the UK, both in TOG24 stores and online at www.tog24.com. While the initial focus is on the UK market, there are plans to introduce the range to international buyers in the future.

Ends

Editors notes

*‘Shaun the Sheep: One Farm’ which represents issues around the environment and sustainability in a fun and engaging way for families, utilises Shaun’s authentic link to the great outdoors to encourage participation in activities that will enhance and sustain our own world and lives. 

About TOG24

The name TOG24 embodies the spirit of "Truth Over Glory Everyday." The brand is not about the pursuit of grandiose outdoor achievements, such as planting flags on mountaintops or conquering icy slopes. Instead, TOG24 celebrates the genuine outdoor experiences that everyone can enjoy, like walking with friends to the pub or skiing with family to a bar.

The company was founded in 1958 by Donald Ward, affectionately known as "Big D." With roots in West Yorkshire, Ward began his career as a millwright, repairing looms in Dewsbury's vibrant textile industry. By the late 1950s, he had accumulated enough expertise to launch his own company.

Today, TOG24 remains headquartered at Spen Vale Mills in Heckmondwike, West Yorkshire. Although manufacturing no longer takes place there, the design process is still rooted in the Spen Valley. As a family-run business, Donald Ward's sons and grandsons continue to uphold the company's values. TOG24 is committed to expanding its reputation for providing high-quality, affordable products worldwide, ensuring that its legacy endures.

About Aardman  

Aardman is an employee-owned company, based in Bristol (UK) and co-founded in 1976 by Peter Lord and David Sproxton. An independent, multi-Academy Award® and BAFTA® award winning studio, it produces feature films, series, advertising, games and interactive entertainment. Current animated productions include a brand-new Wallace & Gromit film which is set for release in 2024, the studio’s first in-house game Chicken Run: Eggstraction, series 7 of Shaun the Sheep and a third series of The Very Small Creatures.  

Its productions are global in appeal, novel, entertaining, brilliantly characterised and full of charm reflecting the unique talent, energy and personal commitment of the Aardman team. The studio’s work – which includes the creation of much-loved characters including Wallace & Gromit, Shaun the Sheep, Timmy Time and Morph – is often imitated, and yet the company continues to lead the field producing a rare brand of visually stunning content for cinema, broadcasters, digital platforms and live experiences around the world. Recent celebrated projects include the BAFTA® nominated feature film Chicken Run: Dawn of the Nugget, Academy Award® nominated short film Robin Robin, International Emmy® award winning Shaun the Sheep: The Flight Before Christmas, BAFTA® nominated preschool series The Very Small Creatures and the recent CGI comedy series for kids Lloyd of the Flies.   

The studio runs the Aardman Academy, its world-class training facility delivering excellence in film and animation training and mentoring for students around the world. The Aardman Academy offers a variety of courses from intensive one-day workshops, to its flagship seven-month In-Studio Stop Motion course. All courses are delivered by industry-leading tutors and mentors with decades of experience. The Aardman Academy is an integral part of the business, representing the studio’s inclusive ethos and commitment to nurturing the animation talent of the future. 

In November 2018 it became an Employee-Owned Organisation, to ensure Aardman remains independent and to secure the creative legacy and culture of the company for many decades to come. www.aardman.com 

About Shaun the Sheep 

Shaun the Sheep, Aardman’s family favourite TV series, is recognised the world over for its slapstick humour, distinctive look and strong, quirky characters and enjoyed across multiple media platforms. First appearing in Nick Park’s 1995 Academy Award® winning Wallace & Gromit ‘A Close Shave’, Shaun then went on to star in his own series, created by Richard Starzak which launched on BBC One in 2007. Shaun the Sheep is currently broadcast in 170 territories around the world and is an internationally celebrated icon with over 5.6 million fans on Facebook. In 2015 the first Shaun the Sheep Movie with feature film partner Studiocanal was released around the world to critical acclaim and the first half hour TV special aired as part of many broadcaster’s festive season., The feature film sequel Shaun the Sheep Movie: Farmageddon was released in October 2019 and nominated for an Academy Award® and was closely followed by a sixth season of the series in 2020. A new festive special Shaun the Sheep: The Flight Before Christmas was released in December 2021 and Aardman are currently in production on a seventh season of the series.