Character walks around the world in 31 days for May Mayhem

Published on: 14th June 2023

Each year, Character participates in industry fundraising activities, and this year May Mayhem offered a unique opportunity to take part as a collective.

Following the Character Group’s pledge to walk 18,000km in May, to raise money for the Toy Trust and Fence Club charities, the team proudly reports that it has almost trebled this target, walking the equivalent distance of the circumference of the world.

Throughout May, the Character Group’s whole workforce, across its five offices – Hong Kong, China, Scandinavia, Oldham and New Malden – came together to take on its biggest, most inclusive company charity fundraiser to date. As part of the May Mayhem Walking Challenge, the Group’s 200+ staff members coordinated their efforts in a bid to walk a distance equal to the UK’s mainland coastline.

Now, Jon Elliott, head of Research and Development, Character Options, is delighted to report that the team has not only met but smashed its initial target. “Each year, Character participates in industry fundraising activities,” said Jon, “but until this year, we’ve never been able to take part as a collective. For this I would like to thank The Toy Trust and Jeff Taylor for the idea for May Mayhem which offered a unique opportunity for us all to get behind it, and that we did! Together, we’ve really stepped up, walking 57.5m steps – which would take us not just around the UK but around the world, in just 31 days.”

Taking place between Monday 1st and Wednesday 31st May 2023, the Toy Trust’s May Mayhem challenge invited members of the toy industry to carry out a month of fundraising collectively, from anywhere in the UK, in activities chosen by the participants themselves, as individuals and/or as part of a team.

“I’ve felt so proud to see the group come together on this,” added Jon. “It’s been great to hear the banter and observe people connecting with others outside of their usual roles in the business. Of course, it’s also been amazing to watch the money come tumbling in. To date, the initiative has raised £8,129 for children’s charities that so desperately need the support, with this total continuing to climb towards our £10,000 target.”

There’s still time to support the Character team and donate to the challenge, and Jon said he would like to appeal to industry friends to make a donation, no matter how great or small. “We’d gratefully appreciate your help in reaching our ultimate goal,” he concluded.

To make a donation, please follow these links to the Character Group’s fundraising pages:

Toy Trust Fundraising Page | Fence Club Fundraising Page.

Following its success and to allow the industry the opportunity to continue its fundraising, the Toy Trust is continuing May Mayhem into the coming months. There is no deadline or fundraising goal too big or small and all participation is greatly appreciated. For more information, contact


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