Feathers McGraw Range

Bold, mischievous and unmistakably iconic, Feathers McGraw has captured hearts once again through this standout licensed gift range — our most commercially successful launch to date. Developed in partnership with Aardman, this bright and bold collection celebrates the cult character’s playful personality and enduring cross-generational appeal.

The range comprises of 5 enamel pin badges, 3 glow-in-the-dark embroidered patches, a set of 3 woven patches, 3 keyrings, 3 magnets and a themed lanyard — all featuring Feathers McGraw in his various guises, from classic penguin to criminal mastermind. Designed in-house in the UK, each product brings the characters story to life, working with licensed assets to create customer favourites.

Quality sits at the heart of the collection. Pins are soft enamel with a resin coating for durability and vibrance, while patches use directional stitching and glow in the dark threads that delight children and adults alike. Each piece is engineered for longevity — wearable, giftable, collectible and designed to be treasured.

Commercially, the range has been a standout success: sell-outs across independent stores, major pop culture retailers and visitor attractions reflect the strength of both the brand and the product execution. Feathers McGraw has proven to resonate with nostalgic adults, Wallace & Gromit superfans, gifting shoppers and families encountering the character for the first time. Stockists include HMV and Forbidden Planet, Bristol tourist attractions, live event venues and our own direct-to-consumer channels — demonstrating wide-ranging market compatibility from fan culture to tourism, gifting and lifestyle retail.

This range exemplifies licensed product done well: faithful to the character yet refreshed for modern audiences; accessible for children yet stylish and witty enough for adults; collectible but also everyday wearable. Its success lies in celebrating personality, playfulness and story — encouraging fans to express their love for Feathers McGraw in fun, stylish and tactile ways.

With strong sell-through, repeat ordering, and customers actively seeking restocks, this Feathers McGraw collection embodies the commercial strength, design merit and audience passion that define an outstanding branded gift range.