Licensing News

Aardman sign Sinco toys as new master toy licensee

Published on: November 6th, 2017

The agreement covers family brand Shaun the Sheep, and popular pre-school property Timmy Time.

The partnership will see Sinco produce collections of plush, figurines, playsets, vehicles, games and puzzles alongside arts and crafts products. The agreement also includes certain international manufacturing rights. The initial range will be unveiled in Hong Kong in January, with first items coming to market in autumn/winter 2018.

As part of the deal, Sinco has also committed to develop a Shaun the Sheep Movie 2 toy collection to coincide with the theatrical release of the sequel in 2019 which will sit alongside classic Shaun the Sheep items and will be supported by a strong marketing programme, including TV advertising.

Rob Goodchild, head of licensing at Aardman, commented: “We recognise in Sinco the drive and ambition to be a major player within the licensed toy business, with both strong distribution and a talented team capable of realising this.”

Sally Hunter, sales director of Sinco Toys, added: “We are beyond thrilled to announce our partnership with Aardman for Shaun the Sheep and Timmy Time. We are extremely passionate about both properties and strongly believe this is the perfect pairing to define who we are as a company and the direction we wish to take. Sinco cannot wait to share its stunning range with the trade.”

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