Shaun the Sheep the perfect Sheepy Sleep Ambassador announces “Sheep Dreams” Partnership with The Children’s Sleep Charity

Shaun the Sheep knows that a good night’s sleep sets him up for the next day’s adventures. He will never forget the time Shirley kept the whole barn awake with her snoring!

To help all his fans enjoy the same benefits of a good night’s sleep he has appointed himself the Sheepy Sleep Ambassador. Sheep Dreams is a new concept and style guide for Shaun, created by Aardman, building on the natural association between Sheep and Sleep to create a wonderfully cosy and tactile world.  

Bethany Smith, Brand Manager at Aardman said: “We developed the Sheep Dreams initiative to encourage an understanding of the importance of a good night’s sleep. Shaun is known for his cheeky adventures, but sleep has always been a prevalent theme in the series. It’s great to be able to use our IP as a force for good.” Aware that many children and their families do not enjoy the benefits of a good night’s sleep, Aardman was keen to ensure this initiative would help and asked Louis Kennedy’s Director of Partnerships & Licensing, Tracey Richardson to identify a charity partner.


Louis Kennedy, identifies innovative strategic opportunities for brands and charities, connecting them together and developing commercial opportunities, a discipline known as Cause-Related Licensing.


Tracey Richardson, of Louis Kennedy said, "The Sheep Dreams concept and style guide from Aardman is a complete delight. I was thrilled to be asked to find a charity partner aligned to the theme. The Children’s Sleep Charity is the perfect fit being the only national charity helping children and their families benefit from a good night’s sleep. I very much look forward to being part of the team that brings this special partnership to life"


The first product born from the partnership is a bedtime story and routine guide, based on the Shaun the Sheep, Snore Wars Shaun episode, from series one of the show, and with bedtime tips provided by the charity and delivered by Shaun.

Vicki Dawson, CEO of The Children’s Sleep Charity said, “I was delighted to receive a call from Tracey a few months ago when she told me about the Sheep Dreams concept. The importance of sleep for promoting wellbeing is often missed and so we are delighted to be working with Shaun and the team at Aardman to enable us to reach many more of the 11 million families in the country currently suffering from sleep deprivation. This will give us a really good opportunity to raise awareness about the benefits of a good night’s sleep.”


The first commercial partner to join the initiative is Slumbersac, a long-standing supporter of The Children’s Sleep Charity.  Slumbersac have been working alongside The Children's Sleep Charity since 2016. The partnership was a no-brainer, as both companies believe that all parents and their children, deserve a great night's sleep, making the collaboration a perfect fit. Slumbersac’s award-winning sleeping bags help to keep babies and toddlers safe while they sleep. They promote a stable body temperature, avoiding overheating and thanks to the different tog ratings, they can be used at different times of the year to ensure children are cosy and comfortable at all times.




"We are delighted to be working alongside The Children's Sleep Charity and Aardman on the publication of this fantastic book," says Rebecca Roper, Marketing Manager at Slumbersac. "In addition to the book, we will also be launching exclusive Shaun the Sheep sleeping bags, available from sizes new born to 10 years' old, in a range of gorgeous colours :  A percentage of the profit from the sales of the sleeping bags and books will be donated to The Children’s Sleep Charity."




The public launch will be later this month at the UK’s first ever Sleep Show, 12th-14th October. Vicki Dawson, CEO of the charity has been advising the organisers and is speaking each day as part of the seminar programme.The charity has been gifted a stand where it will showcase the Sheep Dreams partnership. 


Tickets available from


The following week is Sleep Week with Netmums. Created by The Children’s Sleep Charity, this annual week-long focus on sleep, will be a further opportunity to highlight the Sheep Dreams partnership.


There are many opportunities for additional brands and retailers to become involved, example categories include hotels, health, furniture, home furnishings, travel, juices, yoghurt. Tracey at Louis Kennedy said, “Sheep Dreams provides a wonderful opportunity to have fun, engage with Shaun’s huge fan base and support a charity; a win, win, win, right up to bedtime.”




For more information please contact:


Tracey Richardson at Louis Kennedy: E M 07855 622123


Aardman are on stand B30 at BLE

Notes to editors

About Louis Kennedy Louis Kennedy – Delivering Cause-Related Solutions

Louis Kennedy helps the world’s leading brands, retailers and licensors achieve extraordinary results through CSR consultancy and Cause-Related Marketing. The agency identifies innovative strategic opportunities and connects relevant partners, building brand awareness and consumer loyalty. Louis Kennedy’s campaigns have raised over £250 million for good causes since 2001. To learn more about Louis Kennedy visit

About Aardman

Aardman, based in Bristol (UK) and co-founded in 1976 by Peter Lord and David Sproxton, is an independent and multi-award-winning studio. It produces feature films, series, advertising, interactive entertainment and attractions for both the domestic and international market. Their productions are novel, entertaining, brilliantly characterised and full of charm reflecting the unique talent, energy and personal commitment of the Aardman team. The studio’s work is often imitated and yet the company continues to lead the field producing a rare brand of visually stunning content for cinema, broadcasters, digital platforms and live experiences around the world.

About Shaun the Sheep

Shaun the Sheep, Aardman’s family favourite TV series, is recognised the world over for its slapstick humour, distinctive look and strong, quirky characters and enjoyed across multiple media platforms. First appearing in Nick Park’s 1995 Academy Award winning Wallace & Gromit film ‘A Close Shave’, Shaun then went on to star in his own series which launched on BBC One in 2007. Now in its fifth season, Shaun the Sheep is currently broadcast in 170 territories around the world and is an internationally celebrated icon with over 5.8 million fans on Facebook. In 2015 the first Shaun the Sheep Movie with feature film partner StudioCanal was released around the world to critical acclaim and the first half hour TV special aired as part of many broadcaster’s festive season. Shaun was recently voted the nation’s best loved BBC children’s character of all time in a poll by the Radio Times. Shaun the Sheep Movie 2 is currently in production and set for release in 2019.

About The Children’s Sleep Charity – Supporting Families To Get a Good Night’s Sleep

The Children’s Sleep Charity is an award winning, national charity offering support to families to improve children’s sleep issues.  Established in 2012 the charity has gained a reputation as experts in the field of sleep and train professionals across the country through their accredited learning package. To learn more about The Children’s Sleep Charity visit

About Slumbersac Trading Company Ltd

Slumbersac is an international, award-winning online retailer with over 15 years’ experience, that specialises in sleeping bags for children, from new born to 10 years' old. Slumbersac sleeping bags, exclusively designed by mums for mums, are made from 100% cotton making them soft against baby’s sensitive skin and they adhere to Europe’s safety standards, giving parents peace of mind that their child can enjoy a safe and comfortable night’s sleep. They are available in a range of gorgeous designs for girls and boys in 4 tog ratings. For more information and to explore their fantastic sleeping bag range please visit






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