Licensed mask company takes on new staff to help ease demand for product in Christmas trading period

Mask-arade celebrates ‘fantastic year’ with Union J, One Direction and Little Mix masks

Mask-arade is celebrating a ‘fantastic year’ and has taken on additional staff to cope with the demand and ‘incredible sales’, it is reporting.

The Warwickshire company has revealed that ranges of officially licensed pop masks One Direction, Little Mix and Union J are among the top sellers this season.

The business has recently acquired popular character licenses including Wallace and Gromit and Shaun the Sheep from Aardman Animations, characters from the Viz as well as WWE and the Breaking Bad TV series.

Furthermore, the company’s Changing the Face of Football campaign has now picked up the rights for leading players from Manchester United, Manchester City and Chelsea.

Licensing director, Ray Dufy, said: "It has been another fantastic year. Not only have we managed to tie down licenses for some of the biggest names in the world of sport and music, but we have also become an official supplier to top TV show, X Factor.

"I would encourage all shop owners to ensure they sell only officially licensed products. We have encountered a lot of unofficial, copycat companies infiltrating the market, selling inferior masks and cut-outs.

"This practice is illegal and we have heard of large penalties being incurred by retailers."

Mask-arade already has distributors in several European countries, and 2014 will see the firm look to develop partnerships across the continent.

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