Aardman has revealed a new strategic focus for its licensing business, with the new structure seeing Susan Bolsover taking on the new role of senior licensing manager and Alison Taylor being promoted to director of licensing and distribution.
The new strategy and structure – spearheaded by Emma Hardie, executive commercial and brand director – is a key part of Aardman’s brand and licensing division’s plans to maximise the impact and value of the studio’s IP around the world.
Alison (pictured above right) has been at Aardman for 20 years and has been director of distribution since 2020. Her role has been expanded to drive a more holistic strategy across the studio’s content sales and consumer products business.
She is responsible for driving the financing, distribution and long-term content exploitation strategy for each brand and will now lead the licensing team to build on its global licensing consumer products programme.
As part of this, Alison has implemented a new licensing strategy, with a number of key appointments to support the roll out.
The new structure includes the appointment of licensing industry expert Susan Bolsover to the new role of senior licensing manager; she will be responsible for day-to-day team management, with a particular remit to further build on the current success of Aardman’s licensing business across Asia.
Susan (pictured above left) has been a licensee, agent and a licensor, most recently having set up her own licensing consultancy and agency, Lightbulb Licensing. Prior to this she served as global licensing director at Penguin Random House for almost 10 years where she established the Penguin Ventures licensing team.
Alongside the new leadership, the licensing team has been further bolstered by a number of promotions and new roles. Hannah McFarlane (who has been with the studio for 10 years) has been promoted to licensing manager, working with agents to develop the business across the UK and Germany; Ben Townsend continues as licensing approvals coordinator; Ilona Sunderland joins Aardman (previously Hasbro – Peppa Pig and Moonbug – CoComelon) as creative services and product development manager and will set and implement Aardman’s creative brand strategy and oversee product development; and Harry Marchant is the studio’s new licensing and consumer product assistant.
“Aardman’s success in the licensing space has been impressive, driven by the incredible demand from our fans and audiences,” commented Emma Hardie, executive commercial and brand director at Aardman. “With such iconic and enduring brands, it has been a natural progression to expand our ambitions in this area. It’s a real priority for us, and I am thrilled to have such a fantastic team in place to help us grow, working with our brilliant agents and partners around the world. We can’t wait to bring even more exciting products to our fans.”
Alison Taylor, director of licensing and distribution at Aardman, added: “I’m excited to lead Aardman’s new licensing and consumer products team. It’s been incredibly rewarding to see our beloved brands come to life across a wide array of products, and to witness the dedication and care taken to bring creative integrity in everything we do.
“I’m looking forward to building on the existing success of our consumer products programme, with an incredible team in place and a series of exciting opportunities ahead, fuelled by the studio’s upcoming tent-pole moments. With Susan’s exceptional experience and extensive network, I’m confident that under her team leadership, we’re poised for even greater success.”
Recent successes
Recent successes for the team include a carefully curated product range and a publishing programme tied to the critically acclaimed hit movie Wallace & Gromit: Vengeance Most Fowl (2024), as well as partnerships with Tyrell’s and Wallace & Gromit, and fashion brand Barbour with Shaun the Sheep.
Earlier this week, Aardman and Premier Foods revealed a long-term partnership for Wallace & Gromit and Bisto, bringing two of the nation’s favourites together with its latest on-pack promotion launching later this month. The iconic British animated duo will feature alongside their arch nemesis, Feathers McGraw, in an on-pack promotion across Bisto Favourites Gravy products, from 30 January until 19 April 2025.
Lush Cosmetics has also recently signed a multi-territory deal on an exclusive Shaun the Sheep collaboration which is set to be on shelves from Q1 2025.
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