AARDMAN APPOINTS CAA BRAND MANAGEMENT TO DRIVE ASIAN EXPANSION

Aardman has named CAA Brand Management to oversee brand licensing, partnerships, live experiences and promotions across Japan, China, Taiwan, Hong Kong and Macau from 1 April. The move reflects Aardman’s ambition to deepen consumer engagement and expand Shaun the Sheep and Wallace & Gromit’s popularity in Asia’s fast-growing markets.

Aardman, the acclaimed British animation studio behind Shaun the Sheep and Wallace & Gromit, has announced the appointment of CAA Brand Management to spearhead its brand licensing and consumer products programme across key Asian territories. Effective from 1 April, the partnership will cover Japan, China, Taiwan, Hong Kong and Macau, marking a significant step in Aardman’s international growth strategy.  

CAA Brand Management, the licensing and consumer products division of Creative Artists Agency (CAA), will take charge of developing brand partnerships, live experiences and promotional initiatives in these markets. The move underscores Aardman’s ambition to build on the strong awareness and increasing popularity of its iconic characters across Asia, where demand for distinctive family entertainment continues to rise.  

Alison Taylor, Director of Licensing & Distribution at Aardman, expressed enthusiasm about the collaboration. “We’re incredibly excited to partner with CAA Brand Management across our key markets in Asia. Our brands already have a strong and loyal following in Japan and China, however this collaboration allows us to build on that momentum with a focused and local expertise. Together, we see significant opportunity to unlock new categories and partnerships, to help deepen consumer engagement and support sustainable, long-term growth across Asia,” she said.  

The partnership is expected to open doors to innovative licensing opportunities, ranging from merchandise and retail collaborations to immersive live experiences that bring Aardman’s beloved characters closer to audiences. With CAA Brand Management’s established presence and expertise in the region, Aardman aims to strengthen its foothold in markets where animated storytelling resonates strongly with both children and adults.  

Shaun the Sheep and Wallace & Gromit have long enjoyed international acclaim, with their quirky humour and distinctive stop-motion style appealing to audiences worldwide. In Asia, their popularity has grown steadily, supported by broadcast exposure, digital platforms and consumer products. The new partnership seeks to translate this cultural affinity into broader commercial success, ensuring that Aardman’s creations remain relevant and accessible to diverse audiences.  

By aligning with CAA Brand Management, Aardman is positioning itself to expand beyond traditional licensing into new categories that reflect evolving consumer trends. The collaboration signals a commitment to sustainable growth, ensuring that the studio’s much-loved characters continue to thrive in Asia’s dynamic entertainment landscape.