47–48 FOR SELLING OUT THE RIGHT WAY

eter Lord and David Sproxton have spent 40 years fashioning quirky and indelible Claymation characters such as Wallace and Gromit and Shaun, brought the company’s heartfelt storytelling and visual artistry to a new medium, earning it two BAFTA award nominations. “We look for creative opportunities,” says Lord, who believes that games could grow to be one-third of the company’s profits in a decade. “That’s what we’re for. We don’t exist to make money.”