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Distance Selling and Personalised Goods

Hi, my son has ordered an Arsenal training shirt online from Arsenal Direct and had the option to add a player's initials to it so had AS added to it via the website.
Unfortunately now he's received the shirt, it is way too big for him. However as the shirt is regarded as "personalised", Arsenal Direct will not accept it back for refund/exchange - even though the personalisation is one of their players.
If it was my son's name/initials then I can understand this but as it is one of their players, does this actually constitute personalisation? I can not actually find a definition in any of the regs. on what personalisation actually means.
Does Arsenal's position sound correct or do I have any other options/angles to pursue?

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