Sussex students pitch Shaun the Sheep toy concepts to Aardman

Product design students from the University of Sussex have had the unique opportunity of pitching toy design concepts to Aardman.

Designs by 28 students were put before Adam Vincent-Garland, senior interactive and product development executive at Aardman, as part of an exclusive link-up between the studio and the University of Sussex, set up by Mojo Nation.

Second-year product design students were tasked by Aardman to produce a toy to be considered for the upcoming Shaun the Sheep 2 movie, and Aardman now has the option to incorporate their favourite student designs into the Shaun the Sheep product line.

“This has been an absolutely fantastic experience for all students involved and the possibility that their design could become a toy for children around the world really is about as good as it gets for any product designer, whatever their level of experience,” said Diane Simpson-Little, senior teaching fellow in engineering and design at the University of Sussex.

“This has been a fantastic learning curve for all our students and a wonderful motivator, not only knowing the potential of the prize on offer but in working towards delivering something that can match the high standards expected of such a popular global brand as Aardman.”

Students spent 12 weeks honing their designs as part of the toy and game design module, which forms part of the degree.

“The students did a great job and presented their ideas professionally with a good understanding of the brand and marketplace,” said Vincent-Garland.

“It was brilliant to see so many interesting ideas with heaps of potential.”

Mojo Nation co-founder Billy Langsworthy, added: “It’s great for a company like Aardman to engage with design students in such a way and hopefully more IP owners will follow suit in seeing what budding toy design talent can create for their licenses. If any firms want to work closer with the UK’s top design students, please do get in touch with us here at Mojo Nation.”

More Recent News

Ravensburger details influencer initiatives for Disney Lorcana

“It’s vital to us to onboard new influencers, players and Disney fans to grow and expand Disney Lorcana in the UK,” said Lea Dillenseger, Product Marketing Manager at Ravensburger UK.

BTHA and Mojo Nation to host Inventors Lunch at Toy Fair 2025

The free Inventors Lunch will return to Toy Fair on Thursday, January 25th at 12PM, hosted upstairs on the Toy Trust Lounge (UL 161).

Hasbro launches AI-powered Game Finder tool

Game Finder’s AI knows the nuances of each Hasbro game, from the ideal play group size to features unique to each title.

Surge Brands named global licensing agent for Crazy Aaron’s

“The creativity and sensory appeal of Crazy Aaron’s products lends themselves perfectly to other consumer products categories like apparel, toys, food, home décor, and beyond,” said Aaron Muderick, Founder and President at Crazy Aaron’s.

Boyhood teams with Disney for wooden Mickey Mouse figure

“We have achieved a result that sets new standards for wooden sculptures,” said Boyhood designer and founder Jakob Burgsø.

Toy Retailers Association details DreamToys list of top toys for Christmas 2024

“More so than ever before, this year’s DreamToys list shows the incredible variety of experiences and play the UK’s vibrant toy industry has to offer consumers,” said chair of the DreamToys selection committee, Paul Reader.