Diversification is the way forward, says Character World

Joint MD says by 2012 he wants firm to be known for its wider product range.
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Licensed bedroom textiles specialist Character World believes that introducing new products and diversifying its portfolio - including a move into the music sector - will be the key to further success this year and beyond.

Danny Schweiger, joint MD of the firm, told Licensing.biz that while many families may have delayed decorating children's rooms or moving home over the last couple of years, Character World's products have been used as a more cost effective way to update a bedroom.

Stand out brand in 2010 was Glee, with Schweiger confident that demand will continue to be strong in 2011. Fireman Sam, plus a number of Disney lines such as Toy Story 3 and Club Penguin were also strong sellers.

"Disney has some fantastic new brands out this year and we'll be introducing ranges in 2011 including Phineas and Ferb, Tangled and Wizards of Waverley Place," Schweiger said. "We'll also be introducing a range for Generator Rex in 2012, a licence created by the team behind Ben 10. And, after the success of Ben 10, we're expecting big things. We're also excited to be bringing out a new range to accompany Cars 2."

Schweiger says that the general climate is still challenging, and Character World will be introducing new products to make sure it stays ahead of the competition.

"The price of cotton reached a record high this month and the shortage of fibre will remain a key concern throughout the year. Alternative materials are starting to increase in cost so it's inevitable that retail prices will be affected. We'll be doing everything we can this year to minimise the impact on our customers whilst maintaining quality at all times."

Moving beyond 2011, the aim, says Schweiger is to "retain our status as the UK's leading licensed textile business. We have some exciting products in development and by next year I want Character World to be known for its wider product range.

"Last year we expanded into new sectors and by 2012 we'll have also made our mark in the music sector."


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