Character World buoyed by Nickleodeon deal

CHARACTER World, the south Manchester, which supplies licensed home textiles to a number of leading retailers has extended its links with entertainment brands Nickelodeon & Viacom and is predicting a record year.

An ‘umbrella deal’ between the Cheadle-based company and the group means Character World will  develop and produce bedroom textiles, furniture and towelling products for Teenage Mutant Ninja Turtles – which is being relaunched next year – as well as Victorious, Spongebob SquarePants, Winx Club and Dora the Explorer.

Joint managing director Danny Schweiger told TheBusinessDesk.com: “This is an important long-standing relationship for us and the umbrella deal takes it to the next level and means we will be looking after their whole portfolio.”

He said the deal was one of a number of positives for the company which has around 50 staff split between the UK and China.

“It’s not easy out there and retail is very tough, but we’re trading well and on track to have our best-ever year for turnover.”

He is expecting this to rise from £19.4m in 2011 to around £21.5m this year.

“We’re working harder and paddling faster and have a strong portfolio of licenses.”

Character World supplies retailers including Argos, Littlewoods, Findel subsidiary Express Gifts and Amazon. Last year it launched its own transactional website, which Mr Schweiger said had been another boost.

“It is another income stream, but perhaps more importantly it is an opportunity for us to communicate directly with our consumers and test designs and products on our own website.”

Commenting on the umbrella deal, Mark Kingston, vice president consumer products at Nickelodeon & Viacom. said: “We are so proud to be working with a market-leader such as Character World and this agreement shows their confidence in Nickelodeon’s characters and brands.

“The opportunity to team Nickelodeon’s creative expertise with Character World’s enviable range of innovative product lines means that families are set to go from bath time to bedtime surrounded by Nickelodeon with fun, unique, quality products.”

Part of the umbrella agreement includes the production of duvet covers, cushion covers, fleece blankets and sleeping bags.