044-045_Vegas LSB_Summer 2022.qxp_NEW LSB 2008 GRID 16/05/2022 17:21 Page 44
THE BIG INTERVIEW: CHARACTER WORLD BRANDS
World in motion
It’s gearing up to celebrate its 25th anniversary in 2023, and Character World will also be gradually rolling out a new name, logo and branding in the coming months. LSB catches up with joint md, Danny Schweiger, to find out more on the licensee’s plans, how he sees further opportunities on the horizon and why, after a quarter of a century, the most exciting time is yet to come.
“25 years and we are about to enter the most exciting time for the business,” begins Danny Schweiger, joint md of Character World Brands, looking ahead to the company’s 25th anniversary in 2023. Like all businesses, Covid-19 presented some real challenges for the licensee, however Danny says that it has been able to adapt and achieve growth by pivoting and leaning into the way that consumers have been shopping. “The team have done an amazing job of working virtually over the last two years due to Covid-19, and have demonstrated absolute trust in each other while working through the uncertainty,” Danny tells LSB. “We’re seeing a real appetite and ambition to push forward into a period of more
Above & below: Joint mds Danny and Mark Schweiger, with James Walker (centre) who joined Character World Brands as ceo in January.
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LICENSING SOURCE BOOK EUROPE 2022
Inset: Expansion into new categories has seen the launch of the Rest Easy Sleep Better and Coverless Carefree Bedding ranges.
optimistic growth and opportunity, which in turn creates a great vibe and buzz, and an even stronger desire to grow.” One of the key areas of focus for the licensee is developing and delivering against a robust product, channel and territory strategy. Looking back at its almost 25year history, Character World has developed from a predominantly UK-based business to a Europeanwide operation, with one of its main strategic pillars being the growth in territories. “On the geographical front, mainland Europe is Character World’s biggest growth area currently, with plans for 2022 to be a record year,” says Danny. “We are also focused on expanding and developing existing retailer partnerships. Our channel strategy is simple - we want to ensure that we’re offering something for all consumers, making products accessible and also affordable. Our plan is to closely analyse the retail landscape and work with our current partners to develop our depth of range and optimise our listings. With those retailers with whom we’re not optimising opportunities, we will explore how we might collaborate on a product offering suited to their consumers’ needs.”
