A £100m plan: TOG24 teams up with Shaun the Sheep, marking a new chapter of growth

Outdoor lifestyle brand TOG24 is launching a new kidswear range in partnership with Shaun the Sheep, the eponymous star of the Aardman TV show, which was a spin-off series following Shaun’s first appearance in Wallace & Gromit: A Close Shave.

The collaboration is part of TOG24’s renewed focus on, and expansion of its kidswear range, after it doubled its turnover in the last five years – reaching £50m in 2023-24.

Designed for children aged four to eight, the collection includes colour-blocked padded jackets and gilets, fluffy sherpa fleeces – a signature of TOG24 – as well as soft sweatshirts, joggers and T-shirts. Eye-catching Shaun the Sheep accessories feature the character’s famous black and white eyes.

“Shaun the Sheep is an iconic and much-loved character that resonates with audiences of all ages, especially kids,” says TOG24’s managing director, Mark Ward.

“From the outset, we wanted to create something that seamlessly blended the spirit of Shaun the Sheep and TOG24. We share a lot of common ground – we both have a love for the outdoors, a fun and light-hearted approach to life and, of course, an appreciation for fleece. These shared values provided the perfect foundation for a unique and exciting children’s collection.”

The range is bright and vibrant, featuring an array of colours, colour-block designs and eye-catching graphics.

It will be sold in TOG24’s 25 stores, online and with partners such as Next and Debenhams via a dropship, marketplace model, and marks the start of a long-term licensing partnership between the brand and Aardman.

Founded in 1958, TOG24 is well known for its functional outerwear and practical midlayers, so the team wanted to create a children’s collection that was fun but practical, and included a lot of fleecy products.

“Shaun the Sheep has a very independent and mischievous character, and we wanted to encapsulate this within the designs and graphics, which have all been designed solely for this collection,” says Vanessa Barber, head of product at TOG24.

“We knew we wanted to find a pattern to tie the collection together, and the checkerboard proved to be the perfect fit. Shaun being predominantly black and white meant this worked well, and the checkerboard gives a slight attitude to the collection, which suits Shaun’s personality.”

When it launches in summer 2025, the TOG24 team hope the collection and campaign will appeal to families, connect with children and raise awareness about the importance of outdoor play.

Prices are to be confirmed.

TOG24’s sales have increased every quarter since 2020 – when 75% of its product was sold through outlets, and 25% was split across concessions and its own stores and website. Now, online and concessions total 75% and the remaining 25% represents outlets and high street stores.

It is one of high street giant Next’s best-selling brands, and it had its most profitable ever Christmas period in 2024, when turnover increased 45% on the previous Christmas.

This success is attributed to an increased focus on womenswear, building collections that position TOG24 as an all-year-round brand, and offering great value to shoppers.

“We’ve focused on improving every element of the business while staying true to our core values. These include the strong growth of our online offering, and our work with partners, including Next,” continues managing director Ward.

“We’ve also put a concerted focus on our womenswear offering and increased our year-round appeal, so we’re not just known for waterproofs. By striking a balance between technical performance and everyday wearability, this has helped us carve out a unique niche in the market. TOG24 has always embodied warmth, inclusivity and a down-to-earth Yorkshire spirit, and I think this goes a long way, too.”

As TOG24 kicks off its collaboration with Shaun the Sheep, it has future growth in its sights – 2024-25 is set to be another record year. Profits are up 40% on this time last year, and it aims to reach £100m turnover by 2030.

“We have a clear roadmap to achieving this milestone, driven by a number of key strategic growth initiatives,” says Ward. These include expanding kidswear, strengthening womenswear, “owning” the technical-outdoor-wear-meets-everyday-lifestyle product crossover, and growth within department stores, garden centres and other key retail partners.

TOG24 is a family firm. Ward is the grandson of Donald Ward, who founded the company in 1958 in Heckmondwike, in Spen Valley, West Yorkshire, where it is still headquartered.

Mark Ward is one of 13 family members who currently work for the business: “Being a family-owned business gives us a unique edge. We make quick decisions without the red tape of corporate bureaucracy, allowing us to remain agile in an ever-changing retail landscape.

“There’s also a deep-rooted sense of commitment – this is more than just a business: it’s a legacy. Our team is genuinely invested in the brand’s long-term success. At its heart, TOG24 is built on family values – hard work, integrity and a passion for the outdoors. That’s what makes us different, and that’s what continues to drive our success.”