HIT Strengthens Ties with Aardman Animations

NEW YORK, June 11: HIT
Entertainment has closed a deal to roll out consumer products for Aardman
Animation’s Timmy Time in North
America, as well as to manage Aardman’s themed attractions worldwide for a
range of properties.

The new deals expand on
the companies’ previous relationship, which sees HIT managing the consumer
products for Aardman’s Wallace & Gromit, Shaun the Sheep and Aardman Classics. Under the new agreement, HIT
will look to launch Timmy Time consumer
products in all key categories, including home entertainment, toys, games,
publishing, apparel and accessories. Additionally, HIT will represent themed
attractions for Timmy Time, Wallace
& Gromit and Shaun the
Sheep worldwide, with an
announcement of the first attraction coming shortly.

Peter Byrne, the executive
VP of worldwide consumer products for HIT Entertainment, commented, “We are
delighted to be expanding our relationship with Aardman. The much-anticipated Timmy Time
perfectly complements our existing range of children’s properties and adds
significant value to our North American portfolio. We are also excited about
taking these much-loved brands into the themed-attractions business by
leveraging our expertise with operators around the world.”

Sean Clarke, the head of
marketing and licensing at Aardman, said, “We are delighted to have extended
our current portfolio with HIT, who are a world-class leader in licensing, with
a proven track record in extending brands into themed attractions. We are very
much looking forward to working with them on the rollout of our first preschool
show Timmy Time next year,
along with Wallace & Gromit
and Shaun the Sheep.”

—By Kristin
Brzoznowski