Characteristix was founded over 20 years ago and became involved in the licensing industry five years later. The firm works on development of products and ideas with licensors to design and approvals for licensees.
Characteristix is primarily a plastic injection moulding company and makes mainly promotional products including badges, magnets, key-rings, coasters, ID card holders, stationery items, whistles, frisbees and other corporate gifts.
The firm's services have developed over the years as Vicki Drummond, business and product development manager explains:
"Over the years we have developed a unique print process which enables us to print high resolution digital transfer prints straight onto our moulded items. The benefits of this are brilliant quality, full colour images on products at very low costs."
Characteristix works with a wide range of properties and enjoys success with both evergreen brands and more recent crazes.
Drummond says: "Working with licensees and manufacturing products for a large variety of licences, some of the most popular over the years have been, and now I'm going back a way, Thunderbirds was incredibly popular. We couldn't produce badges and magnets fast enough, nostalgia factor I think.
"Another very popular licence at the time was WWF, this had the added popularity of collectability and we produced a range of collectable badges of all the wrestling characters."
Other evergreen properties that have proved successful for the company are those such as Winnie the Pooh and Disney Princess, which Drummond says: "Are always popular and keep going year after year."
More recently, big sellers for Characteristix have included Ben 10 for the boys and High School Musical for the girls.
With a range of strong licences on board, the firm is planning to move forward with new ideas for the business. Drummond explains: "Going forward I think at some point we would like to take on a licence of our own and develop it alongside the manufacturing we do for other licensees. We are also concentrating on expanding more into the European market."
The products on offer lend themselves well to a wide range of promotional products and in the future, the firm would also love to sign a deal for a large in-pack promotion with a wellknown snack food manufacturer.
These plans will help to further strengthen the company, which has weathered the economic storm well. Drummond comments:
"The economic durntown has effected everyone and has a subsequent knock on effect. However it has brought benefits for UK manufacturers such as ourselves as we can produce smaller quantities with shorter lead times with quick reorders allowing customers to respond quickly to the market and without the big order committments demanded from the Far East."
Drummond also alluded to some 'very exciting retail lines' that Characteristix is working on at the moment which will be ready to launch early next year, but as yet, could not reveal details.