The Shanghai base will be responsible for quality control, sourcing products and tracking orders. Character World opened two other offices in Guangzhou and Hangzhou in China in 2008, and also has offices in Pakistan.
Mark Schweiger (pictured), joint managing director at Character World, said: “We’ve opened the office to meet increasing demand from licensors and retailers. We pride ourselves on the quality of our products and this will be the main focus for the Shanghai office.
“We’ve done business with China for a number of years and have recently appointed a Chinese speaker to the UK buying team, to assist with our business there. This demonstrates our commitment to continue growth.”
The Cheadle-based firm’s portfolio includes brands like Disney, Thomas and Friends, Peppa Pig and Arsenal FC, supplying to retailers like Littlewoods, Next and Argos
Last year Character World launched a consumer website selling directly to customers for the first time in its history and a Character World China site is under construction.