Character looks to rival Lego

CHARACTER Group is to launch its own version of building bricks to exploit some of its best-selling models based on licences including Dr Who and HM Armed Forces.

The new building blocks, which are set to rival Lego, will be launched at next week’s London Toy Fair.

The company will also launch Bob the Builder and Squinkies ranges at the fair.

Character – whose blocks are a different texture to Lego – said it expects revenues for the six months to February to be a third higher than last year’s comparative first half.