SPORTS MONTH: Character World thriving in new area

Licensee expanding into football-branded beds, while continuing to grow Premiership club partners.
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Having made the move into the sports sector last year, homewares and textiles licensee Character World is continuing to expand with a dedicated micro-site for retailers, the introduction of football-branded beds and the addition of more Premiership club partners.

The firm - which already had a successful business in the children's character sector - now has a number of beds featuring the crest designs of several teams, including Manchester United, Chelsea, Liverpool, Arsenal and Everton, with more in the pipeline.

Listings have already been secured with retailers including Littlewoods, Studio (Express Gifts), JD Williams, Price Right Home and Home Bargains.

The full size single beds will be on sale in time to appear in catalogues and stores for Christmas.

"People have a lot of passion for football teams; they are brands you buy into for life," Tim Kilby, licensing and marketing manager at Character World, told Licensing.biz. "We are winning more licences because of our reputation for innovative designs. Take our recent designs for Arsenal; our designers came up with a fresh, modern design based on the kit. This was an alternative to the traditional crest design and we found it became just as popular."

As well as furniture, Character World also produces a line of products including inflatables and outdoor goods, including tents, chairs and stools.

"With everything going on we decided to invest in a new micro-site showcasing all our sports related licensing goods to prospective retailers," Kilby continued. "This is our way of showing our dedication to the sports division - it's not just a sideline for us, it's a fundamental part of Character World's game plan."

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