Character Regulatory News (CCT)

22 September 2010

The Character Group plc

(the "Group" or the "Company")

designers, developers and international distributors of toys, games and gifts

Transaction in Own Shares

As part of the Group's stated objective to enhance shareholder value, the Company advises that on Tuesday 21 September 2010 it bought back for cancellation 125,000 ordinary shares of 5p each in the capital of the Company ("Ordinary Shares") in the market, at a price of 150 pence per share. This represents approximately 0.50 per cent. of the current issued share capital of the Company (excluding shares held in treasury).

For the purposes of the Financial Services Authority's Disclosure and Transparency Rules, the total number of ordinary shares in issue as at the date of this notice (taking into account the ordinary shares purchased for cancellation by the Company announced above and excluding shares held in treasury) is 24,917,231 ("Revised Issued Voting Share Capital").

The Company holds 4,019,456 Ordinary Shares in treasury, representing approximately 16.13 per cent. of the Revised Issued Voting Share Capital, which do not carry voting rights.

The Company now has an unutilised capacity to buy back up to a further 5,076,000 Ordinary Shares under the authority granted at the General Meeting on 9 September 2010.

The figure of 24,917,231 may be used by shareholders as the denominator for the calculations by which they will determine if they are required to notify their interest, or any change to their interest, in the Company under the Disclosure and Transparency Rules.