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Character World set on further growth as it cracks the US market

By Mark Hayhurst 08 Sep 2017

Leading licensing business Character World is celebrating after breaking into the US market with its crafting range.

The Manchester-based business has secured distribution of its extensive range of licensed crafting products in 800 Hobby Lobby retail stores across America and has also secured access to a further 17,000 independents via a deal with wholesale craft supplier Darice.

Danny Schweiger (pictured), co-founder and joint managing director, said: “This is a great start to our plans to grow a global crafting division. Crafting is already well established in the USA so our new products have been well received.

“We’re confident of achieving even further growth in North America and will also be targeting the Australian market and securing further penetration across Europe and the UK, where crafting is experiencing significant growth.”

Schweiger said that the company will also be focussing on growing its core licensed bedding and accessories business through enhanced category management and by working closer with retailers to develop bespoke, innovative and attractive products.

He added: “Our third strategic focus will be on exploiting the opportunities presented by a burgeoning gaming market. Our portfolio already includes pan-European deals for Pokémon, Minecraft and Nintendo and we’re keen to expand on this stable of bluechip franchises.”

The company’s ambitious plans have been bolstered by the appointment of experienced industry leader Simon Gardner, who has joined Character World as Chairman after many years at Hasbro, where he was Global CMO and European President.

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