Friday, 22 May 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 (AIM: CCT) the designer, developer and international distributor of branded toys, games and giftware, announces that:

-       Mr Jon Diver, Joint Group Managing Director and a Person Discharging Managerial Responsibilities (a "PDMR"), yesterday notified the Company that on 20 May 2026 he purchased 833 ordinary shares of 5 pence each ("Ordinary Shares") at a price of 276p per share.  The transaction was made through Mr Diver's personal pension plan.  Following this purchase, Mr Diver's interest in shares in the Company is 986,588 Ordinary Shares, which represents approximately 5.66% of the Company's issued voting share capital.

-       Mr Kiran Shah, Joint Group Managing Director and a PDMR, also notified the Company yesterday that, on 20 May 2026 he purchased 1,667 Ordinary Shares at a price of 276p per share.  The transaction was made through Mr Shah's personal pension plan.  Following this purchase, Mr Shah's interest in shares in the Company is 1,933,767 Ordinary Shares, which represents approximately 11.10% of the Company's issued voting 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).