Royal seal of approval for Character World

New showrooms opened by the Duchess of York in front of more than 100 guests.
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Sarah Ferguson, the Duchess of York, opened Character World's new 7,500 square foot showroom at its head office in Cheadle earlier this month.

The opening was attended by over 100 guests including licensors, retailers, journalists and the firm's 52 members of staff.

The showroom includes a wide range of licences showcased in a variety of bedroom settings. Kids brands on show include High School Musical, Fifi and the Flowertots, Dora the Explorer, Roary the Racing Car, Peppa Pig, Clone Wars, The Simpsons and Thomas & Friends.

Meanwhile, fashion brands on display include Bench, Roxy, Playboy and Paul Frank, with Arsenal in the sports brands category.

"The showrooms have been a labour of love and signifies the substantial growth Character World has experienced over the last 12 months," said Danny Schweiger, director of Character World.

"There's a synergy between Character World and the Duchess, who writes much loved children's books and we hope our paths will cross again in the future."

Other guests at the opening included Keith Chapman, creator of Bob the Builder and Fifi and the Flowetots, plus representatives from E1 Entertainment, Hit, Nickelodeon, RDF, Americana, Disney and Arsenal.

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