As Aardman celebrates its 50th anniversary, the studio is bringing an ambitious attractions and live experiences programme to IAAPA Expo Europe. Joining Experience UK at the UK Pavilion, stand S837, Aardman will share how its much-loved characters and distinctive storytelling are creating opportunities across exhibitions, immersive entertainment, retail, trails and live events.
A major anniversary highlight is Larger Than Life Starring Wallace and Gromit Shaun and More, opening at Lightroom in London in October. Created for Aardman’s 50th year, the 360-degree production combines iconic film moments, archive material and bespoke animation across Lightroom’s four-wall canvas. The format is designed not only as a celebration of five decades of creativity, but as an experience with international touring potential.
Inside Aardman Wallace and Gromit and Friends is also continuing its successful run at Young V&A before beginning an international tour in spring 2027. Meanwhile, Wallace and Gromit and Friends at Baaa-ttersea will introduce a dedicated experiential retail destination at Battersea Power Station. Seasonal partnerships at Wakehurst and Leeds Castle, together with growing international interest in Aardman-led light and lantern events, demonstrate the flexibility of its characters across very different settings.
The anniversary programme shows how established screen stories can develop meaningful new lives in physical spaces while retaining the humour, craft and warmth audiences recognise. Operators, developers and partners can meet Aardman’s Attractions and Live Experiences team through Experience UK at the UK Pavilion, stand S837, during IAAPA Expo Europe.
For the wider attractions market, the programme offers a useful example of how a trusted IP can expand without becoming repetitive. Each format creates a different reason to engage, from close-up access to animation craft to collective spectacle, family activity and retail discovery, while the characters provide a consistent emotional connection.
