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Aardman Partners Shaun With Weetabix in U.K.

Aardman is partnering with Weetabix to run a SHAUN THE SHEEP promotion on packs of Weetabix, Minis, bitesize and Ready brek in the U.K. and Ireland. Starting in January 2009, the promotion will run on more than 20 million packs of the cereals.

The main offer will give consumers the chance to collect two sets of exclusive SHAUN THE SHEEP books only available via this promotion. Supporting the on-pack competition, consumers will have the chance to design Shaun a woolly scarf. The best designs will win a framed still of Shaun wearing the winning scarf.

This follows recent agreements for WALLACE & GROMIT to partner with Kingsmill and Pyrex in promotion deals.

Aardman's Emmy award-winning SHAUN THE SHEEP continues to be a huge hit both in the U.K. and internationally. A new series of 40x7 episodes starts shooting in early 2009 for CBBC and Aardman has already secured a number of pre-sales for the second season of show.

Among the broadcasters who have snapped up the latest adventures of Shaun are ABC Australia, TF1 France, WDR Germany, YLE Finland, SVT Sweden, DR Denmark and Noga in Israel.

SHAUN THE SHEEP has secured 28 U.K. licensees, including Golden Bear as Master Toy partner and Egmont as Publishing partner, in addition to numerous international partners.