Character poised for strong Christmas

A toy company best known for its robotic reptiles and Little Britain dolls looked to be on course for a bumper Christmas season today.

Character Group said sales in toy and games had exceeded expectations over recent months and were currently running at record levels.

It also forecast double digit sales growth in all its major product categories with the exception of Robotics after “outstanding” sales last year.

Today’s upbeat festive forecast came as the company announced full-year pre-tax profits of £6.5m (€96.2m) from continuing operations, reversing losses of £660,000 (€976,600) the year before as the disposal of its digital business enabled it to increase focus on toys, games and gifts. Sales from core operations in the full-year period were up 39% to £69.5m (€102.8m).

The Surrey-based firm has secured success with products based on the popular films Pirates of the Caribbean and Superman Returns.

While Little Britain figurines proved popular last December, children are now more likely to find Doctor Who characters in their stockings.

And the Doctor Who Cyberman Voice Changer Helmet, whose mouth lights up as it utters commands, is well on its way to becoming the company’s festive bestseller.

Parents are also snapping up GR8 Gear activity sets for their daughters, which include the Airbrush Nail Bar and the Knitting Machine.

Character believes that its licence to make toys based on movies and TV shows, such as Superman Returns and Scooby Doo, makes its products more recognisable to parents as well as children.

Stockbrokers Charles Stanley said the toy market as a whole was “buoyant” this Christmas and Character products were being given “greater prominence” in leading retailers.

Character Group chairman Richard King added: “The new financial year has started very well, with toys and games in the all important run up to Christmas not only exceeding our earlier expectations but at record levels.”