Aardman presented a broad experiential programme at IAAPA Expo Europe in London, setting out how its characters and storytelling are being developed across attractions, exhibitions, immersive entertainment, retail and live events.
The UK animation studio were represented by its Attractions & Live Experiences team at the Experience UK Pavilion. The showcase comes during Aardman’s 50th anniversary year, giving the company a timely platform to discuss new commercial opportunities linked to Wallace & Gromit, Shaun the Sheep and other established properties.
For operators, licensors, designers and venue partners, Aardman’s presence at IAAPA Expo Europe reflects a wider shift in character-led experience development. The studio is using its anniversary not only to celebrate its production history, but also to expand the ways audiences encounter its stories beyond film and television.
Immersive And Exhibition Projects Lead Anniversary Activity
A major anniversary project is Larger Than Life: Starring Wallace & Gromit, Shaun And More, a new immersive partnership with Lightroom in London. Due to launch in October 2026, the 360-degree production will use Lightroom’s four-wall projection environment to place audiences inside Aardman’s worlds.
The experience will combine well-known screen moments, archive material and new animation produced for the project. For the attractions sector, the format is commercially relevant because it offers a scalable model with potential for international touring. It also shows how animation archives can be converted into large-format media experiences without losing the humour, character and visual identity that define the original work.
Aardman’s exhibition activity is also expanding. Inside Aardman: Wallace & Gromit And Friends is currently showing at Young V&A in London and is expected to tour globally from spring 2027. The exhibition gives visitors access to the studio’s creative process, production methods and character development, making it relevant to museums, cultural venues and science and learning destinations seeking content with both entertainment and educational appeal.
Retail, Trails And Light Events Broaden The Portfolio
Aardman is also moving into dedicated experiential retail with Wallace & Gromit And Friends At Baaa-tersea, planned for Battersea Power Station in September. The project will bring together retail, storytelling and fan engagement in a destination setting, offering a format that could be of interest to landlords and mixed-use developers seeking content-led footfall.
Seasonal programming remains another important area. Trail partnerships with Kew Wakehurst and Leeds Castle form part of a wider autumn and Christmas programme, using character-led activity to support family visitation and outdoor engagement.
Aardman is also exploring international opportunities in light and lantern events, following its Festival of Light collaboration at Longleat. Interest from markets including Japan and China, linked in part to the Lunar Year of the Sheep in 2027, points to the global strength of Shaun the Sheep and the adaptability of Aardman IP for cultural and seasonal contexts.
Archive Assets Support Long-Term Commercial Values
The anniversary year will also include a collaboration with Propstore, with bidding set to open in September 2026. More than 220 items from Aardman’s history will be included, spanning puppets, production artefacts and archive material from across the studio’s output.
For the visitor experience industry, the wider programme underlines the value of well-managed IP archives. Aardman’s characters are being used across immersive media, exhibitions, retail, trails, light events and collectible markets, creating multiple routes for audience engagement and partner collaboration.
At IAAPA Expo Europe, Aardman’s offer will present a clear B2B message: long-established screen IP can support diverse, location-based experiences when backed by strong storytelling, recognisable characters and formats suited to different venues and markets.
