Statement re safety & quality

Character Group PLC 16 August 2007 Issued on behalf of The Character Group plc, by Citigate Dewe Rogerson, Birmingham Date: Thursday, 16 August 2007 Immediate Release The Character Group plc ('Group' or 'Character ' or the 'Company') Statement regarding the Group's position in relation to Quality and Safety of its product portfolio Over the last week, there has been a substantial amount of media coverage relating to toy safety issues from both a manufacturing and end-product quality position. The Directors can assure both shareholders and consumers that the Group's business is not directly associated with any of the recently reported problems within our sector. The Directors of Character feel it would be beneficial to explain the Group's position on this very important topic. Following the recall of certain toy products by Mattel this week, the UK's toy industry trade body, The British Toy and Hobby Association (BTHA) has issued a statement on 14 August 2007 (http://www.btha.co.uk/press/ BTHA-statement-on-toys-from-China.php), which states that 'the safety of children is the toy industry's top priority'. This view is shared by all the leading players in our industry. The Board of Character can confirm that the Company takes all reasonable steps to ensure that its products are safe, and we unequivocally support the view of the BTHA that children's safety is priority. Around 70% of the Group's product portfolio is designed and developed in-house. Whilst manufacturing is outsourced, this is closely monitored to ensure that quality remains high and adheres to the strictest guidelines that are required to meet both the Group's and our customers' criteria for manufacturing and quality. To that end Character has continually, over a number of years, initiated and further developed a stringent quality control regime which is regularly reviewed and updated. This includes but is not limited to: • Testing all products through independent laboratories to ensure they comply with all EU toy standards, including EN71-3 which prohibits the use of lead in toys. • Independent assessment of all factories by experienced auditors prior to order placement to ascertain each factory's competency in relation to hazardous substance control. • Assessment of design risk undertaken through the product development process to ensure that possible production problem areas are eliminated at the design stage. • Continuous programme by senior management to review both internal and external systems and procedures to ensure steady improvement. continued... -2- In addition to the above, the Group is working towards full implementation of the strategy of ensuring that all of the Group's suppliers are required to be registered and compliant with the ICTI CARE process. The CARE process ('Caring, Awareness, Responsible, Ethical') is the International Council of Toy Industries' (ICTI) program to promote ethical manufacturing, in the form of fair labour treatment, as well as employee health and safety in the global toy industry supply chain with its initial focus being China, where around 80% of the world's toy volume is currently manufactured. The ICTI CARE project objective is to provide a single, fair, thorough and consistent programme that will monitor toy factories to ensure compliance with its Code of Business Practices (www.icti-care.org). The Group will continue to focus on delivering toys and related products that not only meet the demand of the consumer but also have been manufactured or sourced to the highest standards and therefore adhering to the Group's and UK and international bodies' strict guidelines. Enquiries: Richard King, Chairman Fiona Tooley, Director Kiran Shah, Group Finance Keith Gabriel, Senior Philip Davies Director & Joint MD Account Manager The Character Group plc Citigate Dewe Rogerson Charles Stanley Securities Nominated Adviser Tel: +44 (0) 20 8949 5898 Tel: +44 (0) 121 455 8370 Tel: +44 (0) 20 714 9600 Mobile: +44 (0) 7836 250150 (RK) Mobile: +44 (0) 7785 703523 (FMT) www.thecharacter.com Notes to Editors: The Character Group Plc designs, develops, markets and distributes toys and games, principally to the UK market although it has an increasing exposure to the international market. Revenues are generated from a mix of product ranges with over 70% designed and developed in-house either under the Group's own brand or under licenses with the balance being derived from 3rd party distribution. Notable product lines within the Character portfolio are Doctor Who, Scooby Doo, Disney Princess, Peppa Pig, Barney, Gr8 Gear, Wow Wee Robotics (including Robosapien). For a more comprehensive view of the product portfolio please refer to www.Character-online.com This information is provided by RNS The company news service from the London Stock Exchange