Peppa and co fail to perk up sales

THE popularity of children’s favourites Peppa Pig, Fireman Sam and Doctor Who couldn’t save toy distributor Character Group from a sales decline in its key Christmas trading period.

Character Group, which has its national distribution hub and major trading subsidiary Toy Options Ltd. at the the Leesbrook Mill, Lees, said sales fell since September, reflecting “very difficult” conditions, though there was encouragement in the performance of key brands which held up well. Sales fell despite the group bringing forward the UK release of XiaXia crab toys - which have taken the US by storm - to cash in on pre–Christmas demand.

Shares fell even though the company promised to launch a number of “exciting new ranges” at this week’s International Toy Fair in London’s Olympia.

Executive chairman Richard King said Character’s three biggest customers, Argos, Tesco and Toys R Us, had been finding life more difficult, which had an impact on group performance.

He said: “In general, retail has been a struggle and toys have been one of those areas. The brands have done well but not quite as well as in better times, but we are holding our own in a very difficult market.”