UK animation powerhouse, Aardman has appointed Sinco Toys as the master toy licencee for its family brands, Shaun the Sheep, and popular pre-school property, Timmy Time.

Under the terms of the new agreement, Sinco will 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 in the second half of 2018.

As part of the deal, Sinco has also committed to develop a Shaun the Sheep Movie 2 toy range. The release of the new line will coincide with the sequel's theatrical debut in 2019.

The range will also be designed to sit alongside classic Shaun the Sheep licensed items and will be supported by a strong marketing programme, including TV advertising.

“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,” Rob Goodchild, Aardman head of licensing said.

“We are beyond thrilled to announce our partnership with Aardman for Shaun the Sheep and Timmy Time,” Sally Hunter, Sinco Toys sales director said. “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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