Christmas fear is out of Character

Toy company Character Group yesterday said it will play it safe by buying less stock this Christmas, amid fears sales will be hit by the squeeze on consumer spending.

The group, which distributes toys including Peppa Pig, Fireman Sam and Doctor Who, said it will reduce the company’s risk profile by tighter than usual stock control, even though it means it may not maximise its sales potential.

It told investors: “The directors believe that for this Christmas season it is prudent to be conservative and to reduce the company’s risk profile.”