Character World readies Toy Story line - Licensing.biz

Character World readies Toy Story line

Firm confident that Disney-Pixar franchise will be its biggest licence of 2010.
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Homewares and textiles licensee Character World is bracing itself for a rush of interest in its Toy Story lines once the third film hits box offices in the UK.

The company has already reported a surge in interest in duvet covers, curtains and beds. In addition, Character World is launching a special 3D Toy Story range in time for Christmas.

"We have phenomenal distribution at retail for our new Toy Story 3 range with mail order, grocery and online retailers buying into it and are confident that it will be an even bigger seller than our current Toy Story range, launched for the first two movie re-releases," said Danny Schweiger, joint MD at Character World.

"We've updated the look, giving the design a modern twist and it has been well received."

Toy Story 3 is one of several new Disney franchises that Character World holds the exclusive rights to, including Wizards of Waverly Place, Phineas and Ferb and Club Penguin.

Other franchises include Mickey and Minnie, which has been enjoying a resurgence in popularity in the UK. The firm is also gearing up for next year's release of Cars 2 and Tangled, the remake of Rapunzel.

Schweiger continued: "We are proud of our exclusive licence to produce Disney goods in the UK. We've established a strong relationship with Disney and have met and exceeded sales targets."

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