RMS

Character World is a family run business based in Manchester and established in 1998. The business designs and manufactures bedding and accessories for a host of popular children's brands including Disney, The Simpsons and Thomas & Friends.

In 2001, the business appointed PR agency RMS PR to raise its profile with the specific aim of getting on the tender list for the Barbie license.

RMS PR in Manchester also had to convince extremely sceptical directors at Character World about the benefits of PR.

In order to raise awareness of the company's products among consumers (and to demonstrate marketing commitment to its licensors) regular competitions and promotions are organised in magazines read by parents and children.

To raise the company's credibility and success in its immediate area, regular press releases about license wins and business landmarks are continuously issued to key regional newspapers and business press.

To demonstrate and reinforce Character World's success and growth within the industry, stories are regularly targeted at the licensing trade press.

RMS PR, public relations agency in Manchester, has succeeded in raising Character World's profile across all target markets. Increased awareness of the company has consolidated industry confidence in Character World and helped the company win successively bigger licences over the past three years.

To date, competitions have appeared in women's and children's titles including Barbie, Chat, K Club Brownie, Quiz Kids, Toxic, the Airtours magazine, Best, Pink and The Daily Mirror.

Profiles of Character World have appeared in Cheshire Life, EN, Manchester Evening News, The Times, The Sunday Times, Metro News, Business 550 and North West Business Insider.

Press coverage, including interviews with the MD, has appeared in all key licensing press including the Licensing Source Book and License Europe.

One of the most rewarding aspects of dealing with this client is that the once cynical directors now value RMS PR enormously and consult us about a wide range of business issues on which we can impact.

Earlier this year, Character World took steps to realise ambitious growth plans by undergoing a management buy out led by private equity house RJD Partners and part funded by The Royal Bank of Scotland (RBS). This valued the company at £20 million.

Several Manchester-based venture capitalists approached the family-owned business, but London-based private equity firm RJD Partners came out on top.

RMS PR was responsible for handling the PR leading up to, during and after the MBO, supporting the directors when they were interviewed and liaising with all parties involved in the deal. We ensured that positive articles on the deal appeared in all key trade and regional titles.

To find out more about RMS PR services click on the link or contact the Manchester PR agency online.

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