WDRmg, Trixie Expand Shaun the Sheep L&M Deal

WDR mediagroup and Trixie are extending their licensing and merchandising agreement for Shaun the Sheep in the pet supplies category, with new items set to launch in the marketplace.

Under the expanded pact, new plush squeak toys in the shape of Timmy, his mother and Pidsley the cat will be released. In addition, a dog comforter with a Shaun motif will soon be available in stores.

WDRmg holds merchandising rights for Shaun the Sheep in the GAS region. Trixie’s pet-care products are now distributed in European countries, including Germany, Austria, Switzerland, the U.K., France, Italy, Denmark, Sweden, Norway and Finland. Products that were first released in 2016 include plush squeak toys in the shape of Shaun, Naughty Pig Bitzer and Pidsley, as well as Shaun and Bitzer rubber squeak toys. In addition to animal toys, a range of pet beds, cushions, sofas and dens in assorted designs and sizes have been released. Rounding out the product line are bags, bowls and bowl underlays.

“Shaun the Sheep is a strong license brand that appeals to children and adults alike,” said Julia Wurzer, the head of brands at WDRmg. “The rural setting on a farm with lots of other animals offers ideal identification potential for pet-owners. With the Trixie products, Shaun is appearing in the pet market throughout Europe. The expansion of our cooperation shows that the licensed brand and the product are a perfect match, and demand for Shaun products for pets remains very high.”