Character World enjoys growth in US market

‘Crafting is already well established in the USA so our new products have been well received,’ says Character World’s Danny Schweiger.
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Character World is enjoying success within the US market thanks to the launch of its crafting line.

The business has secured distribution of its range of licensed craft goods in 800 Hobby Lobby stores across America, as well as access to 17,000 independents thanks to a deal with Darice.

“This is a great start to our plans to grow a global crafting division. Crafting is already well established in the USA so our new products have been well received,” said Danny Schweiger, co-founder and joint-MD of Character World.

“We’re confident of achieving even further growth in North America and will also be targeting the Australian market and securing further penetration across Europe and the UK, where crafting is experiencing significant growth."

By working closely with retailers the firm also hopes to increase its licensed bedding offering through enhanced category management.

Schweiger added: “Our third strategic focus will be on exploiting the opportunities presented by a burgeoning gaming market. Our portfolio already includes pan-European deals for Pokémon, Minecraft and Nintendo and we’re keen to expand on this stable of bluechip franchises.”

The firm’s plans have been bolstered further following the appointment of Simon Gardner, who joins as chairman after his tenure at Hasbro as global CMO and European president.

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