Partnership Brought Shaun the Sheep IP to Destinations and Events in the MENA Region

Aardman, the award-winning UK studio, announced a collaboration with Spacetoon, an international media and entertainment conglomerate aimed at families.

The collaboration concentrated on introducing Shaun the Sheep, Aardman’s iconic intellectual property, to premier entertainment venues and events in the Middle East and North Africa (MENA), aiming to increase brand awareness and encourage wider audience engagement.

Locations included the Dubai Summer Festival, the regional toy festivals in Bahrain, Qatar, and Riyadh, as well as Saudi Seasons. The events featured character meet-and-greets, live performances, and activity programmes.

Expanding the Shaun the Sheep brand

In addition to these events, Aardman collaborated with Spacetoon and licensing agency Markettcom to launch a consumer product programme.

This collaboration expanded on Aardman’s portfolio of experiences in the region, established over the last decade, and came as the studio prepared to release Shaun the Sheep series 7 in 2025. Spacetoon presented its first Shaun the Sheep-themed activation in Qatar’s Lagoona Mall from 16 to 31 January 2025.

Ngaio Harding-Hill, Head of Attractions and Live Experiences at Aardman, said:
“The Middle East region was a great opportunity to bring exciting new Shaun the Sheep themed live experiences to family audiences. Spacetoon was the ideal partner through their breadth of experience in producing quality family event activations across the region.”

Ahmad Weiss, Spacetoon Entertainment General Manager, added:
“We were thrilled to bring Shaun the Sheep closer to MENA fans. We believed this iconic brand had the potential to resonate deeply with local audiences, and we actively worked on a variety of plans to expand the brand beyond the screen, creating new and exciting experiences for fans of all ages.”

Spacetoon had already established a reputation for successfully converting international entertainment trends into regional successes. With a significant presence in the MENA area, the group cemented its position as a major force in the local entertainment sector by launching several sold-out events, such as the Bahrain Toy Festival, Riyadh Homecoming, and Qatar Toy Festival.