Character World has signed with LEGO to launch a new range of themed bedding and accessories across Europe.
The partnership will see the Manchester-based firm design and manufacture a collection of textiles in LEGO’s popular themes including LEGO Classic, LEGO Friends, LEGO City, LEGO Ninja, LEGO Chima and LEGO Bionicle, as well as LEGO DC Comics Superheroes.
Character World will then distribute its 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.
“With a heritage spanning over half a century, LEGO Group is one of the oldest and most recognisable kids’ construction toy brands out there," said Tim Kilby, brand director at Character World.
"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.”
The range of LEGO themed bedding and accessories are due to hit shelves in 2015.