Partner Article

Business Growth Hub brings Animation Toolkit to life

Animation Toolkit, a global supplier of animation products which counts Disney and Dreamworks among its client base, has teamed up with Greater Manchester’s Business Growth Hub to enhance its portfolio and boost its performance.

The Manchester-based business has created a successful range of animation products including armatures – jointed skeletal frames – that are used by professional animation studios including Disney, Dreamworks and ITV. The company was established in 2006 by award-winning producer and director Westley Wood, who has over 15 years’ experience working in TV and animated films. Westley currently sits on the board of Manimation, an event set up by MIDAS to raise the profile of animation in Manchester.

The business teamed up with special effects titan Ray Harryhausen in 2012 to bring its world famous Armacreature armature kit to market.

Animation Toolkit approached Greater Manchester’s Business Growth Hub, with the plan to grow further by developing new product ranges, branding, as well as sales and marketing. The Business Growth Hub team headed up by senior growth manager Hilary Centeleghe and growth advisor Michael Hadfield, suggested that the company introduce a new product structure which makes buying animation packages easier and more user-friendly. This year the business plans to start offering a beginner, intermediate and professional package, so that customers can buy the correct product for their level of animation skills.

Following the collaboration, the business is expecting sales to top £250,000 this year with a long-term strategy in place that will help the company become the ‘go to’ place for animation supplies within the next three years.

Westley Wood, Managing Director of Animation Toolkit, said: “I’ve really enjoyed working with Michael; it’s been a breath of fresh air to have a completely new perspective from someone outside the business. He’s helped me understand what I do and what I need to do to develop not only as a business, but as the MD of the business too.”

Michael Hadfield, Growth Advisor at Greater Manchester Business Growth Hub, said: “Manchester has a rich heritage in animation. It’s one of the most prolific producers of children’s animation in the UK and over the next three years, with the plans Animation Toolkit have in place, we expect to see the business further established itself as the leading supplier for the UK animation industry.”

This was posted in Bdaily's Members' News section by Pablo Rodriguez .