McLaren Group announce new McLaren Animation Company

McLaren have become renowned for introducing cutting-edge technology when it comes to the design and construction of their Formula 1 and road cars cars, with their stunning Woking-based McLaren Technology Centre a clear example of the high-tech approach of the team.

It would come as a surprise, then, that McLaren’s latest announcement is the launch of a new company - McLaren Animation. This new company’s first production is a CGI-animated series called ‘Tooned’, which includes both British stars Lewis Hamilton and Jenson Button, who also voice their own CGI characters. They are joined by the well-known British actor and comedian Alexander Armstrong, who plays ‘Professor M’.

This new route taken by McLaren is aimed at generating a new level of audience and loyalty for the team, with similar animation productions such as the popular Disney film Cars and the children’s TV programme Roary the Racing Car drawing in a wide range of viewers. Both of these productions naturally draw children closer to motor sport, and therefore create the next generation of petrol heads.

“‘Tooned’ is the result of extensive market research carried out by McLaren, which John [Allert], our Group Brand Director, and I then analyzed carefully together.” Explained the Executive Chairman of McLaren Group, Ron Dennis. “It’s an exciting and creative concept that addresses the insights gleaned from our research in a very innovative way.

“I’m confident that the opportunities it presents will be extensive. Creating a more demographically accessible ‘face’ for McLaren will help our brand appeal to a wider audience whilst also fostering increased brand loyalty.

“McLaren has always aimed to be pioneering in everything it does. McLaren Animation’s remit and objectives are therefore consistent with, and complementary to, the ethos of continuous innovation on which the McLaren Group has been built.”

The first episode of ‘Tooned’ premiered during Sky Sports F1 HD’s coverage of the British Grand Prix last weekend, and will continue to coincide with the remaining Grands Prix of the season in three-minute episodes. Each new episode will continue to premier on Sky Sports F1 HD, during the channels build-up towards each race.

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