The Peel X team are absolutely delighted to be working in partnership with multi-award-winning animation studio, Aardman— creators of much-loved characters like Wallace & Gromit, Shaun the Sheep, and Morph. Beginning in January 2025, this collaboration marks an exciting new chapter for us, as we bring together our award-winning digital storytelling and technical expertise with Aardman’s legendary creative vision.

This partnership offers an incredible opportunity to support the expansion of Aardman’s immersive Augmented Reality (AR) experiences to more visitor attractions across the UK and beyond. With development and technical support delivered from our studio in North Yorkshire, we’re proud to provide the robust and scalable infrastructure needed to support Aardman in scaling and growing its digital presence within the attractions sector and connect with new partners and audiences around the world.

Driven by a shared passion for creativity, innovation, and storytelling- together, we’re scaling Aardman’s unforgettable AR experiences that blend animation with cutting-edge technology. It’s a joy to help bring Aardman’s iconic characters into new digital spaces and deliver immersive adventures that will delight visitors and families everywhere.

Laura Thompson, Digital Producer at Peel X
“Working with Aardman is an absolute joy. Their legacy in storytelling and animation is unmatched, so working in collaboration with them has been an exciting new venture. There’s a real sense of playfulness and imagination in everything they do, which aligns perfectly with our approach to immersive storytelling. Collaborating with such a passionate and talented team has been inspiring, and we’re thrilled to be supporting their ambitions of taking these digital visitor experiences to increasingly wide audiences. Peel X’s dedicated studio team is delighted to be able to help bring Aardman’s ideas to life in new ways, through augmented reality and other innovative technologies.”

Jon Martin, Lead Developer at Peel X
“As a developer, working with Aardman is extremely rewarding. Their characters are so well-loved and recognisable, and supporting their augmented reality app programme has been both technically engaging and creatively fulfilling. There’s a real challenge in making sure the delivery of their digital experiences live up to the quality and charm people expect from Aardman—and that’s a challenge we’ve loved taking on. Collaborating with their team is pushing us to be even more innovative in how we build and scale AR applications and trails, and it’s been fantastic to see how our technology can enhance their storytelling in new and exciting ways.”

Molly Van Den Brink, Senior Attractions and Live Experiences Manager at Aardman
“The Aardman Interactive team have created a hugely successful programme of engaging, immersive AR apps which we are delighted to be handing over to Peel X to manage, supporting us in growing and scaling this area of business using their technical expertise, existing network and innovative AR experience. We look forward to advancing and bringing these experiences to new attraction partners and audiences together!”

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