As part of a merchandising deal between Rugby World Cup 2015 Master Licensee, Elite Sports Properties (ESP) and the character's award-winning creators Aardman Animations, Shaun will be decked out in his very own Rugby World Cup 2015 kit, in a move designed to create more awareness of rugby among younger audiences around the world.

"We are delighted to be welcoming Shaun the Sheep to the Rugby World Cup 2015 flock," said chairman of Rugby World Cup Limited and International Rugby Board (IRB) President Bernard Lapasset.

"With rugby reaching out and engaging the world's youth, the relationship between the world's third largest event and the globally loved Shaun, will be a match that will inspire more boys and girls to get involved with a character-building sport."

Shaun the Sheep is a spin-off character from the award-winning Wallace and Gromit series created by Nick Park of Aardman Animations, and his first series was aired in the United Kingdom in 2007.

Shaun the Sheep is set for a big role when England hosts the 2015 Rugby World Cup

Since then the series has been broadcast in more than 170 countries and a new feature film, starring the woolly Shaun, who has nearly three million Facebook followers, is due for release in early 2015, just a few months before Rugby World Cup 2015 kicks off on September 18.

Aardman and ESP are looking to create official Rugby World Cup 2015 merchandising products including apparel, plush, stationery and giftware featuring the animated character.

Early style guides and concepts will be presented at Brand Licensing Europe, in London next month.

"Shaun the Sheep is a family favourite and is enjoyed the world over," said Sean Clarke, head of Aardman Rights.

"With the flock working together as a team at the heart of every story, it was a natural fit to work with Rugby World Cup 2015.

"The joint licensing programme will encourage not only sports fans but all aspiring young children and their families around the world to join in and get behind rugby and the tournament."

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