Tuesday, 3 February 2026

The Character Group plc

("Character," the "Company" or the "Group")

Directors' share dealings

Notification and public disclosure of transactions by persons discharging managerial responsibilities

Character Group (AIM: CCT) the designer, developer and international distributor of branded toys, games and giftware, announces that:

-     Mr Jon Diver, Joint Managing Director and a Person Discharging Managerial Responsibilities (a "PDMR"), today notified the Company that he has today sold 8,000 Ordinary Shares at a price of 240.1p per share and, through his personal Individual Savings Account (an "ISA"), has purchased 8,000 Ordinary Shares at a price of 249.9p per share. Following these transactions, Mr Diver's interest in Ordinary Shares remains unchanged at 984,089 Ordinary Shares, which represents approximately 5.58% of the Company's issued voting Ordinary Share capital.

-     Mr Kiran Shah, Joint Managing Director and a PDMR, today notified the Company that he has today sold 17,119 Ordinary Shares at a price of 239p per share and, through his personal pension plan, has purchased 17,119 Ordinary Shares at a price of 239p per share. Following these transactions, Mr Shah's interest in Ordinary Shares remains unchanged at 1,928,766 Ordinary Shares, which represents approximately 10.93% of the Company's issued voting Ordinary Share capital.

The information set out below is provided in accordance with the requirements of Article 19(3) of the Market Abuse Regulation (EU) No 596/2014 (as it forms part of domestic law by virtue of the European Union (Withdrawal) Act 2018).