Lego deal clicks into place for Character World

CHEADLE-based branded bedding specialist Character World has secured a European deal with Lego.

Under the terms of the deal the firm will design, make and distribute a collection of Lego-branded duvets, blankets, ponchos and towels.

The £30m turnover Character World is run by brothers Mark and Danny Schweiger who own the business along with private equity house RJD Partners.

Danny Schweiger said: “We’re thrilled the new license will span the whole of Europe and that Lego Group has elected Character World as its sole partner for bedroom textiles, despite stiff competition.

“It really accelerates our European growth strategy which we have been rolling out for the past two years, having already secured European licenses for a number of our key brands including Peppa Pig, One Direction and Super Mario Brothers.”