Aardman Animations is ramping up this summer’s IP activity in the UK around its preschool property Timmy Time with a new extended CBeebies special, a partnership with Sea Life, a licensing deal with Cuddledry, and alliances with three charities.
The new holiday special Timmy’s Seaside Rescue will make its CBeebies premiere on July 13 with a DVD release on July 16, and. The special, which is the second extended-length Timmy Time episode to come from Aardman, takes Timmy and his friends on a trip to the seaside, but trouble ensues when Timmy’s teddy-bear and Bumpy are swept out to sea.
Sticking to the seaside theme, Aardman has paired with the UK’s leading aquarium experience Sea Life to offer unique Timmy Time events that will be held at four UK Sea Life locations from July 21 to September 2.
Events include special screenings of Timmy’s Seaside Rescue, character costume meet-and-greets, arts & craft activities, quiz trails for toddlers, a Timmy Time at Sea Life magazine launch, and a model-making competition.
On the licensing front, Aardman has partnered with baby bath towel brand Cuddledry to provide Timmy Time Cuddledry poncho towel packs that include a tie-in promotion for two-for-one entry to Sea Life during the summer.
Rounding out the activity, Timmy Time has formed new alliances with the Royal National Lifeboat Institution (RNLI) charity, the Karen Clifford Skin Cancer Charity, and the Pre-School Learning Alliance to help promote life-saving beach and sun safety messages to young children, their parents and caregivers.