Character World Tucks in Swizzels Bedding Deal

Character World, a children’s bedding licensee, is the latest to sign with Swizzels Matlow for its portfolio of brands. Brokered by Blonde Sheep Licensing, the license includes bedding, blankets, towels, beanbags and more. 

The collection is due to launch in 2021 online, with an initial range focused on Love Hearts bedding and other added lines throughout the year. 

“It’s fantastic to have Character World on board for the bedding category,” says Natasha Dyson, managing director, Blonde Sheep Licensing. “The Swizzels brands have broad appeal and their bright colors paired with Character World’s retail network will add cheer to bedrooms all over the U.K.”

Swizzels is the largest independent British owned manufacturer of sugar confectionery in the U.K. and is still run by members of the families who founded the business back in 1928. The company makes a range of well-known products, including Love Hearts, Squashies, Refreshers, Drumstick Lollies, Rainbow Drops, Double Lollies and Fruity Pops.

“Character World is delighted to be working with Swizzles,” says Tim Kilby, ecommerce and brand director, Charter World. “We are looking forward to bringing Love Hearts to life in homes throughout the U.K. later this year.”

Blonde Sheep Licensing continues to investigate other opportunities for Swizzels in categories including jewelry, toys and social greetings.