The Weetabix Food Company has launched a Shaun the Sheep on-pack promotion.
Consumers need to collect tokens to exchange for limited edition Shaun the Sheep books.
Shaun is a character from Aardman Animation, creators of Wallace Gromit, and features in his own TV series.
The promotion will run across Ready Brek, Weetabix, Minis and Bitesize.
In exchange for the tokens consumers can collect two sets of exclusive Shaun the Sheep books only available via the promotion. There is also a competition for children to design a woolly scarf for Shaun the Sheep and winners will receive a framed still of Shaun wearing their scarf.
Sean Clarke, head of Aardman Rights, says: “Shaun the Sheep is hugely popular with children and their families so it was natural that we worked with the family favourite Weetabix to create this promotion.”
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