Aardman has been busy enhancing its new Shaun the Sheep: One Farm initiative to link families and fans with outdoor, sustainable living with the launch of two new partnerships – welcoming the not-for-profit alliance Veg Power and Willsow plantable books to the fold.
Shaun the Sheep: One Farm aims to represent issues around the environment and sustainability in a fun and engaging way for families and includes successful partnerships to date with Natural England’s Countryside Code and The National Forest.
Under its new partnership, Willsow Books will be launching a Plantable Children’s Book with a Shaun the Sheep story adapted from the popular episode ‘Baa-garita’. The book will be available across a variety of retail outlets including garden centres, gift shops, book stores, and independents from Monday, October 9.
The launch marks Willsow’s first venture into licensing.
“Our aim at Willsow is to demonstrate the benefits of children spending more time outside understanding the importance of sustainability in a fun and engaging way,” said Tom Willday, founder of Willsow.
“For Willsow, it hasn’t just been about creating a book but creating a moment for children to enjoy with parents, grandparents, and friends alike in the outdoors. Unfortunately, our books don’t grow Shaun. However, once planted the books grow wildflowers which not only look great but are a great source of food for sheep.
“With Willsow, nothing is corporate or serious so it felt like a no-brainer and a real privilege to work with Shaun who reflects this. Now collaborating with Aardman, the end of Shaun’s stories are just the beginning.”
Meanwhile, the new ‘Shaun the Sheep Eat the Rainbow’ partnership with Veg Power – which launched with a pilot scheme in Lambeth, London at the end of September – is a programme dedicated to inspiring kids and their families to eat more vegetables through the use of fun and engaging resources.
This will be delivered through an integrated primary school and families programme which will encourage children to eat a greater volume and variety of vegetables by adding one new vegetable at a time starting with peppers, until they have a rainbow of different vegetables in their diet.
Dan Parker, chief executive at Veg Power, said: “Our mission is to get the UK’s kids eating more veg as current consumption levels are far too low, putting the health of our nation at risk. We’re confident this collaboration will help us reach even more children and their families through the creation of outstanding and engaging resources that will encourage even the most reluctant veg eaters to give them a try.”
Rachael Peacock, senior brand manager at Aardman, said: “We are delighted that Shaun has become a champion for change and a sustainability ambassador for our planet. Environment and sustainability is a real focus for Aardman and we have recently published our commitment to become a more sustainable studio.
“We are really excited to extend our One Farm programme with Willsow and Veg Power to raise awareness around the importance of naturally grown produce and eating a healthy diet. We have One Farm, let’s flock together to look after it.”
