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Animated IP themed immersive parent-child farm: Shaun the Sheep Farm

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2025-01-30

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Editor | Yang Ming

Editor in charge | Jing Xiangyuan

Come Source | Ma Ke MIC

When it comes to themed IP farms, one thinks of Japan's MOKUMOKU Farm and Germany's Karls Erdbeerhof, typical examples of integrated three-industry agricultural cultural tourism products. The Shaun the Sheep Farm, which will be discussed today, is of a different type; it is a themed farm built on an IP animation prototype. It is a themed IP farm formed from animation IP to scene-based and content product development.

Themed IP Farm Gene Fusion

Animation Farm and Real Farm

Shaun the Sheep is a silent stop-motion animation comedy jointly created by a British animation studio and the British Broadcasting Corporation. The story takes place on Mossy Bottom Farm in England, where the sheep, in addition to diligently eating grass, also enjoy "amateur" activities, often coming up with whimsical ideas, inevitably causing trouble, and the addition of some villainous characters makes the film more conflict-ridden and humorous.

And because of this stop-motion animation comedy, Shaun the Sheep has gained a loyal following, with both children and adults becoming fans of Shaun.

Thus, Shaun the Sheep—a natural farm IP—was born. It also gave a family farm in Lancashire, England (Feder Ted's), the idea of IP collaboration. Feder Ted's, originally a sightseeing farm featuring native and foreign (exotic) animals, also incorporates some agricultural cultivation, animal husbandry, and animal habitat knowledge education as its characteristics. This complements the Shaun the Sheep animation content very well. In 2019, it officially introduced the "Shaun the Sheep" IP, upgrading the original farm to target children, families, and fans, integrating entertainment, shopping, and sightseeing into the UK's only "Shaun the Sheep" themed multifunctional leisure farm (Shaun the Sheep Farm). (Currently, the Shaun the Sheep farm IP has also been established in Japan.)

Themed IP Scene Creation

Amusement, Animation, and Image Scene-Based

Feder Ted's farm combines its own existing resource advantages to highly restore the famous scenes from the Shaun the Sheep IP animation, allowing not only fans to have an immersive experience but also ordinary tourists to have a different kind of fun. For example:

(1) IP Amusement Scene-Based: Water Battle Against the Three Mischievous Pigs

In the Shaun the Sheep animation, the three mischievous pigs often oppose the flock, causing them trouble, but each time they are saved by Shaun's wit. The venue features a "Three Little Pigs Water-Fighting Interaction," where participants transform into sheep from the animation to fight against the mischievous pigs.

(2) IP Animation Scene-Based: Bitzer's Sports Club

In Shaun the Sheep, the sheepdog (Bitzer) is a kind and lovely dog, loyal to his owner, but sometimes he "loafs around," turning a blind eye to the sheep's behavior, and even secretly participating in Shaun's crazy plans. The venue features a Bitzer Sports Club, where tourists can instantly immerse themselves in the scene through the layout and decoration, and even experience the joy of Bitzer's daily life through various activities in the room.

(3) IP Image Scene-Based

Shaun the Sheep's image is ubiquitous, both implicitly and explicitly. There's Shaun at the entrance, Shaun appearing in various parts of the farm, and Shaun painted in the fields.

Themed IP Product Development

Agricultural Experience Product Development

The introduction of the Shaun the Sheep IP not only focuses on scene experience but also develops IP and farm experiences into products, categorized into amusement products, agricultural experience products, theatrical performance products, peripheral products, educational products, and catering products.

Themed IP Characteristic Operation

Effective Operation to Extend Venue Lifespan

In addition to leveraging the brand's existing influence, continuous updates to the farm experience and content are key to extending the venue's lifespan.

The Shaun the Sheep Farm holds different performances and activities on holidays or rest days. There are two theaters on the farm that hold irregular Shaun the Sheep theatrical performances, where tourists can take photos with Shaun or Bitzer. New venues and activities are also added based on the animation content to keep the farm fresh and allow tourists to immerse themselves in a real-life version of the animated world.

In addition, the Shaun the Sheep Farm also offers 1-2 day tour routes for family trips, providing packaged service options for visitors.

Day-trip visitors can immerse themselves in the farm's story during the performances according to the farm theater's performance schedule, transforming into farmers, and then visiting various animal habitats, such as Guinea Pig Village, Animal Barn to see ferrets, and the Mini Beast Center's guinea pigs, camels, and alpacas.

After getting acquainted with these "local villagers," visitors can savor authentic local delicacies at the restaurant and ride a barrel-modified farm sightseeing vehicle to travel through the farm and view different scenery.

For two-day trips, the first day focuses on interacting with small animals, including the aforementioned animals, as well as England's ancient pony breeds, ferrets, chickens, sheep, goats, elk, guinea pigs, cows, donkeys, and other native small animals, as well as mini animal insects, reptiles, amphibians, fish, and the Mini Beast Center, where visitors can watch the "Eagle Aerial Acrobatics Performance," and finally enjoy a meal at the restaurant.

On the second day, visitors can experience farm amusement, such as wooden maze adventures, go-karts, climbing frames, rope bridges, pedal tractors, sledding, jump pillows, and sandpits.

In addition to recreation, there are also agricultural experience activities, learning about farm knowledge, such as going to the farm animal barn to brush and groom ponies.

Shaun the Sheep's farm is an atypical example of a typical farm operation. It's atypical because of the pre-existing popularity of the Shaun IP, its large fan base, and the suitability of the farm story for replication. This allows for on-site check-ins or the creation of product content—something difficult for most farms to replicate.

It's also typical in its IP development, presenting the IP and story on-site. This is a typical model for creating a 'theme'. Farm operations need IP development. IP development not only makes the farm theme distinct, products focused, and experiences stylistic, but it doesn't necessarily require creating an animation. In previous successful examples shared by Makecole, such as Germany's Karls Erdbeerhof and Japan's Mokumoku, the IP was perfected through content, branding the entire farm. As brand awareness and product maturity increase, a replication system is gradually established.

Similarly, we need to consider how to develop our own farm IP using thematic, systematic, and sustainable content.

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