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Character World adds Belle & Boo to portfolio - Licensing.biz

Character World adds Belle & Boo to portfolio

Textiles licensee strikes new deal for British lifestyle brand.
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Character World is to produce a premium collection of licensed bedroom textiles for British lifestyle brand, Belle & Boo.

The firm will launch an anti-allergy duvet set and a shaped cushion in autumn/winter 2014 in John Lewis, as well as a number of other national and indie retailers. It then plans to introduce further additions to the range in 2015.

The deal is part of Character World's push to introduce a range of high-end collections to its existing offering in order to meet demand and expand its customer base further. This drive will be accelerated in the second half of the year, when a number of high-end collections will be introduced.

"Belle & Boo is a brand that represents what's great about Britain," said Karen Creed-Stephenson, creative and product director at Character World. "Its nostalgic connotations and innocence make it appeal to babies, toddlers, children and adults alike.

"Belle & Boo is a premium brand and fits with our high-end drive, allowing us to unlock new retail opportunities. We can create a real point of difference with Belle & Boo, not only with the nostalgia associated with the brand, but also with the addition of anti-allergy; an asset which is really fitting with the brand and its target retailers and consumers."

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