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The British Aardman Animation Company, which has produced the "Chicken Run", "Super Invincible Dog" and "Shaun the Sheep" series, is conquering the world through consumer experience. The company combined its popular animation IP with theme parks and live performances, opening up a new path to revenue.
Author: Rich Rabbit
The British Aardman Animation Company, which has produced the "Chicken Run", "Super Invincible Dog" and "Shaun the Sheep" series, is conquering the world through consumer experience. The company combined its popular animation IP with theme parks and live performance businesses, gradually expanding its business to the Middle East and Asia, opening up a new revenue path. The introduction of technologies such as VR and AR will provide a better physical experience.
Animated characters from Aardman Animation Company
Aardman Animation is known for producing films with clay animation and stop-motion animation techniques, and the company's main businesses include film, broadcasting, advertising and interactive entertainment. Well-known animation images such as "Shaun the Sheep", "Super Invincible Head Dog", and "Chicken Run" were all created by Aardman Animation Company.
Characters such as Shaun the Sheep are popular in the Asia-Pacific region
From "Shaun the Sheep" and "Super Invincible Dog" to "Chicken Run", the British Aardman Animation Company has been showing its global charm. Since its inception in 1972, Aardman Animation has been at the forefront of animation innovation, with a reputation for clay and stop motion animation, while continuously developing technology for broader recognition.
Prior to Shaun the Sheep, Aardman Animation also produced Chicken Run and Wallace and Gromit, clay animations. Aardman's early animated series, A grand day out, was a huge success with its first animated film, A Grand Day Out, in 1989.
But Aardman soon discovered a phenomenon that in various derivatives of "Super Invincible Dog", Shaun the sheep doll, which appeared less than 6 minutes, was the first-selling product. The absence of dialogue is one of the most notable features of the Shaun the Sheep film series, but it does not affect Shaun the Sheep's pampering.
According to The Hollywood Reporter, Shaun IP is already the company's most successful brand in Asia and the Middle East, surpassing "Super Invincible Boss Dog". From an international perspective, Shaun the Sheep is the largest brand of Aardman Animation, and the humorous and hilarious nature of this animation series is perfect for a global audience.
Harding-Hill, head of the company's attractions and live performance programs, revealed that in China, the puppy gromit joined the event to celebrate the Year of the Dog, and cartoon images appeared on products such as clothing, especially in Hong Kong, and the related product portfolio was very large.
In Japan, the retail business associated with Shaun the Sheep is very strong and is even seen as a local lifestyle brand. The strength of the retail industry is bound to drive the development of Shaun the Sheep's physical experience business.
Films produced by Adman
Aardman Films generated $973.2 million in revenue worldwide, with an average revenue of $163 million per film. Aardman Animation Co-founders David Sproxton and Peter Lord revealed at this year's Annecy Animated Film Festival that film rights and internet downloads brought in more revenue for the company than the theatrical box office.
They believe that one of the original intentions of making the "Shaun the Sheep" movie was to increase awareness, maintain this IP, and incorporate it into the company's business. The company revealed that while the box office of the "Shawn the Sheep" movie is average (totaling $106 million), the Shawn the Sheep IP has expanded into the theme park business. Shaun the Sheep has been accepted around the world as an animated character and has brought in income.
Popular anime ip combined with tourist attractions
With the launch of the Aardman Animation Family Entertainment Center, Sean the Lamb of Aardman Animation became the driving force behind the related theme park and live performance business. Sweden's Skanesdjurpark Sheep Shaun Paradise has been a huge hit since it opened in 2016, and the company says children and adults alike "love greeting and hugging Shaun the Lamb" and driving tractors from farm feel.
Tourists love to hug and kiss "Shaun the Lamb"
Over the past three years, Aardman's animated images have entered land's end in Cornwall, Uk. Land's end is also known as the end of the world in Britain. Since its opening in 2005, countless visitors have entered the world of "Shaun the Sheep", tasting local mint cakes while feeling the sensual pleasure of popular cartoon images.
Live events such as Shaun the Sheep and his partner Invincible Dog have always been popular, and related attractions and live experience venues are always the busiest places. Aardman Animation has just reached an agreement with the attractions, and the company's cartoon image will cover more attractions in the future.
Not only that, but the team also held the next phase of negotiations with partners from South Korea, which will have a "Invincible Dog and Friends" world tour, and fans from Paris, Frankfurt and Melbourne are very excited. On top of that, the studio's first Shaun the Sheep attraction in Sweden is already in its second and third phases.
The project leader said in an interview that attractions and live experience activities related to animated characters are very hot right now, and attractions have realized that working with IP makes them more unique, so we will see a boom in this area.
The person in charge said that everyone can see that the IP owner and the attraction are in harmony, which is very much in line with our philosophy. We are also combining our IP with various tourist spots, working to take its value to another level. This is very beneficial for both sides.
This is reflected in the collaboration between Aardman Animation and Sweden's skånesdjupark, which in 2016 established the first Shaun The Sheep paradise in Sweden, housed in a beautiful zoo. This is not about recreating a sean the sheep world, but rather combining with local attractions to brand it.
The live experience field is full
In recent months, the retail industry has faced many challenges, online shopping continues to plague physical stores, and more and more shopping malls and individual retailers are turning to increase foot traffic and provide consumers with a physical experience. The challenges facing retailers are very big at the moment, and Aderman believes that in terms of live events, it can provide an experiential process for shopping.
Bring VR and AR technology to the field experience
Over the past few years, the live experience business has really exploded, especially as technologies like VR and AR continue to evolve. These techniques are very beneficial for Aardman Animation IP Parks and live events, where shared experiences can be created through AR.
For Aardman, there are no restrictions on achieving results in the retail space and attraction areas. They are engaged in dialogue, partnering with malls to deliver more engaging experiences, expanding their reach further, from large 4D rides to smaller in-store booth interactions.
Aardman's on-site project leader said that from top to bottom, we have a real appetite for new developments. As one of the early clay animation companies, we've always had to develop a lot of our own technology to make that happen, so things like ar and VR are really good for us, especially at attractions and live consumer experience spaces, and that's what we want.
How VR and AR technologies will be implemented in the Aardman Attractions and Experiences portfolio remains to be seen, but the efforts of its digital team, including projects using Google Searchlight and Oculus, the UK animation company has a lot to offer consumers in the coming months and years.
Create more animation IPs in the future
Shaun the Sheep isn't the company's only asset. Don't forget, Super Invincible Dog is 30 years old, and its first appearance was in 1989. Since then, the image has taken the world by storm, from Europe to Asia, bringing Britain's unique charm to the world and into the cultures of the world.
Aardman's latest film is Early Man.
For example, "Super Invincible Dog" is a clay animation film released by the BBC, and Aardman Company produced it with a special British style, light and humorous character portrayal, and exquisite shooting quality. As soon as "Super Invincible Boss Dog" was launched, it became the focus of global attention.
The company says storytelling and family are at the heart of everything we do at Adelman. Aardman's latest film is Early Man, which will open up a whole new theme and contain elements such as cave men and movement, which is very exciting. In the future, Aardman will focus on creating more animation IPs and launching various businesses around these IPs.
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