Character World signs pan-European deal with the LEGO GroupBRANDORA Editorial Staff - October 2014 |
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Leading licensing business Character World is continuing its EMEA expansion after penning a European deal with children’s super brand LEGO Group for a new line of bedding and accessories.
The partnership will see the Manchester-based business design and manufacture a collection of textiles in LEGO Group’s key themes including LEGO® Classic, LEGO Friends, LEGO City, LEGO Ninjago, LEGO Chima™ and LEGO Bionicle, as well as co-branded LEGO DC Comics™ Superheroes.
Character World will distribute the range of branded duvets, fleece blankets, ponchos and towels across all European territories including UK, Ireland, Germany, Austria, Switzerland, Benelux, the Nordics, Iberia, Italy, France and Eastern Europe.
The LEGO Group’s 2013 annual results saw it become the world’s most profitable toy maker, with revenue at £2.8 billion.
Tim Kilby, brand director at Character World, said: “With a heritage spanning over half a century, LEGO Group is one of the oldest and most recognisable kids’ construction toy brands out there. It has expanded into a worldwide phenomenon, covering everything from toys, to video games, to licensed apparel, to this year’s blockbuster ‘The LEGO Movie’, making it a global lifestyle brand. It is vibrant and versatile with universal appeal, meaning it translates into great products. We are already producing a small LEGO Group range for the UK market but now it’s expanding considerably due to demand.”
Danny Schweiger, joint managing director at Character World, added “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.”
Due to launch in spring 2015, further details on the range, plus stockists, will be revealed later this year.