Aardman Animations teams with Steiff for limited edition Gromit

The deal marks the first licensed partnership to be secured ahead of the studio's upcoming 40th anniversary in 2016, during which Aardman will celebrate the milestone with a collection of limited edition merchandise.
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Aardman has unveiled the details of an exclusive partnership with Steiff Teddy Bears for a limited edition, collectable Gromit bear for the UK and Ireland.

The deal marks the first licensed partnership to be secured ahead of the studio's upcoming 40th anniversary in 2016, during which Aardman will celebrate the milestone with a collection of limited edition merchandise.

Scheduled for release in Autumn 2016, Aardman's much-loved Gromit joins a host of well-loved brands to have been turned into Steiff creations including Paddington, Rupert, Winnie the Pooh and The Snowman and will be available online and in specialist retailers.

"Aardman's 40th anniversary makes a great platform to form partnerships based around shared values of fun, high quality and heritage," said Rob Goodchild, head of licensing at Aardman.

"We think Steiff will do a great job with our characters and look forward to working with them."

Celebrated as a leader in the manufacturing of teddy bears and cuddly animals, Steiff has been creating handcrafted teddy bears since 1880.

Ian Munro, International Sales Director at Steiff, added “Steiff are thrilled to be interpreting some of the best-known and best-loved stars to come out of the UK. We are looking forward to this tremendously fun project and are proud and honoured to partner with Aardman in celebrating their Anniversary.”

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