BLE Creative Corner with… Aardman’s Ben Townsend

Ben, always great to chat. BLE is fast approaching. Do you feel going to the show is a good means of fuelling creativity?
I definitely think so! I love this early stage of pre-BLE, where people from all over the world start reaching out and putting meetings in. I get approached by such creative people with ambitious ideas that I can’t wait to hear more about. It’s also a chance to look through the directory and see all the amazing companies attending.

But it’s not just the planned meetings, I also love walk-on meetings on the Aardman stand – we have got several licensees this way. And it’s not just the people, but there’s product at every turn… Photos are great but nothing comes close to seeing things in person to really appreciate the craftmanship and creativity that goes in to all the licensed products on display.

On that, can you tell us about a recent launch you were involved in that you feel is an especially creative use of a brand?
Thinking about this question, I was instantly taken back to when I had my VR headset on in the Aardman offices in Bristol, walking around Wallace & Gromit’s house with a group of talented game developers from America, discussing cheese puns and thinking to myself… “What a creative project to part of!”

Mighty Coconut’s Wallace & Gromit DLC for their Walkabout Mini Golf game radiates creativity and enjoyment at every turn. Thanks to VR, Mighty Coconut have made it so you can step into West Wallaby Street and feel part of their universe. The depth of detail they have put into this is breathtaking… From the smallest puns appearing on the books in the shelf, to the moon landscape at the end, they have been extremely creative throughout the process.

Their use of our characters and world is something like I have never experienced before. I think it’s one of the most creative examples of a licensed projects I have seen and a benchmark for what’s possible with brands in the interactive space.

Looks fun! And ean you tell us about a launch you’ve seen – but wasn’t involved in – that you feel is a creative brand extension?
I love anything Jim Henson – not only was his movies and TV shows a big piece of my childhood, but I think the craftmanship and talent involved in everything they do is remarkable. Movies like Labyrinth and Dark Crystal are pop culture icons, so when I saw TruffleShuffle’s recent Labyrinth range, I thought that was the perfect fit.

TruffleShuffle are masters at what they do, bringing a nostalgic movie and bringing it into the pop culture space with striking designs – this range was inspired by old-school tattoos. I’m so glad Jim Henson’s work gets the love it deserves with talented companies like TruffleShuffle.

What’s the key to successful creative collaborations between licensors and licensees?
One thing I always say at the start of the licensing process at Aardman is this collaboration is never a takeover, but a merger to celebrate the best of both parties and help reach new audiences. There’s such potential in licensing, people see it everywhere and yet it’s one of the most hidden industries… I recently talked at a primary school about licensing and the children were amazed at the prospect of the industry – yet none of them knew they could do this as a career – something I would like to change moving forward!

For me, the key is finding a collaboration that works for the brand and feels natural, rather than one that can feel forced. Some examples include Little Beau Sheep’s sustainable Shaun the Sheep range, Paper Engine’s Wallace & Gromit STEM paper craft kits and Half Moon Bay’s 3D moulded products like the Gromit mug or Feathers water bottle. You want people to see the products and go: “Oh yeah, that makes total sense.”

Last question! What fuels your creativity?
My creativity is fuelled by the opportunity to do retail visits. There’s nothing better than getting to physically feel items to help with inspiration on textures and designs. You also get the opportunity to see what other brands are doing and it helps remind me why I love this industry so much… I see such creativity and clever use of design and products, plus brands pushing their boundaries everywhere.

There’s also my friends and family. They know I work in licensing so are always sending me ideas for a product they think would work great with characters like Wallace & Gromit. Some of the ideas are very out there! But sometimes they have an idea which makes me go: “how have I never thought about that before – that’s genius!”

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