About us

Character Group is the leading importer and distributor of children’s lifestyle products into Africa, with a strong focus on a comprehensive licensed and private collection product offering. Our company is dedicated to developing high quality, trendy children’s products that are both unique and exclusive to the African market.

We are a multi-faceted, ever evolving company and we pride ourselves on setting industry standards of fashion, quality and reliability for both our customers and consumers. Great emphasis is continually placed on product design, development and innovation in line with global trends and our expertise lies in anticipating the ever-changing needs of our consumer.

Our business is unique in that we offer a complete turnkey operation, from design and concept, through to sourcing, sampling, manufacturing and ultimately warehousing, shipping and distribution.

With offices, warehousing and distribution facilities in South Africa, Hong Kong and China, we are well placed to provide you with the optimal solution for your business.

Our Divisions.

Character Licensing

Our Character Licensing business enjoys an established and proven track record, with more than 30 years’ experience in the kids licensing industry.


Our Fashionation brand, ‘Fashion with Imagination’, delivers high quality, on-trend products for the fashion forward mother and child.

Private Label

And our Private Label division focuses on bespoke and custom-designed products that can be tailored to meet our customer’s ever-changing requirements.

How We Do It

Identify Trends

Creative Design

Shipping & Logistics

Quality Assurance

Sales & Marketing

Warehousing & Distribution

Our Core Values


We aim to ‘Get Stuff Done’!

How do we do this? By being Disciplined.

 This is achieved by providing an Efficient and Reliable service to our customers on time, every time.


Our people are our greatest asset. We are more than just a team and we believe in Creating Opportunities for our growing family, by Imparting Knowledge through strong Leadership & Mentorship. 

Building strong relationships is our game!


We are absolutely Determined to Grow as a business and as a Nation. Pride is the cornerstone of Character Group and we believe in Celebrating Achievements whether small or large. Our unwavering strive for Innovation is evident in all we do.

Give Up

Giving 100% is part of our DNA. 

We push our teams to be extremely Hard Working & Persistent through positive Motivation and taking on every challenge with more than just a smile.

Our Vision is to develop product that touches the lives of every child in South Africa every day with inspiring designs, that are affordable and of the highest quality.

- Saul Weiner, CEO