Reading BID brings Shaun the Sheep Summer Trail to Reading

24th June 2025

Reading is set for a baa-rilliant transformation this summer, thanks to Reading Business Improvement District (BID). From 5 July to 31 August 2025, 12 giant Shaun the Sheep sculptures will form a fun, free visitor trail through the town centre as part of the Visit Reading Summer campaign.

Find the Flock brings Aardman’s much-loved Shaun the Sheep to life through a series of vibrant sculptures designed by artists from the region and beyond. Delivered in partnership with Aardman and global art producer Wild in Art, the trail is designed to attract residents and visitors into the town centre, supporting retailers, hospitality and leisure businesses by increasing engagement and dwell time. 

Key trail locations will include The Oracle and Broad Street Mall, both of which are official campaign partners and will host several Shaun sculptures inside their venues. These major shopping destinations will also offer free family events throughout the summer, helping create a welcoming, vibrant town centre atmosphere for visitors and shoppers. 

The sculptures, each standing 160cm tall, are not only a visual treat but also form part of an interactive competition. Visitors can hunt for hidden letters on 11 of the Shauns to solve a mystery word and win prizes. Trail maps will be available to download or collect from The Oracle, Broad Street Mall and the Reading Station Tourist Information Unit. 

The event is part of a long-term effort by Reading BID to boost economic activity in the town centre by delivering family-friendly events that engage the community and attract visitors. It builds on the success of their previous trials, including Easter and Halloween as well as last year’s Medieval Fantasy Quest, all of which drew large crowds and delivered measurable benefits to local businesses. 

Alexa Volker, Reading BID Manager said: “We’re thrilled to be bringing a little extra joy to Reading this summer. We’ve seen first-hand how successful trails like this can be for Reading – from our Easter and Halloween trails to last year’s Medieval Fantasy Quest – previous campaigns have attracted thousands of visitors, boosted footfall and supported local retailers and hospitality in the town centre. 

“Shaun the Sheep is a beloved character for all ages and we’re confident that he will have the same positive impact in Reading this summer, bringing families into town, creating moments of joy and encouraging people to explore and support our brilliant town centre businesses.” 
 

In addition to the trail itself, families can enjoy Woolly Wednesday-themed challenges on @visitrdg socials, as well as pop-up activities and surprise events throughout the summer holidays — all helping to create memorable experiences while encouraging visits to local shops, restaurants and attractions. 

Whether you’re a Shaun superfan, a family looking for affordable entertainment, or a business ready to welcome new customers, Find the Flock promises to deliver a busy and exciting summer in the heart of Reading. 

To learn more and stay updated, visit visit-reading.com/ShaunTheSheep or follow @visitrdg on Instagram, Facebook and TikTok.