Fluid World has signed a deal to launch a range of Hello Kitty branded clothing in Marks and Spencer.
Children’s clothing featuring the iconic Japanese cat will be in stores in April as part of the deal.
Fluid World became the first-ever UK agent for Hello Kitty in August 2008 and has teamed up with Watermelon - Marks and Spencer’s retained licensing and design consultancy - to develop the range.
Libby Grant, Brand Director at Fluid World, said: “Fluid World is hugely excited about working with Marks and Spencer on Hello Kitty and it provides a perfect home for the brand in the UK.
Scott Fyfe, Trading Director, Childrenswear, Sourcing and Outlets, said: “We are pleased to be working in partnership with Sanrio and Fluid on such an established brand, and we are looking forward to launching Hello Kitty in M&S in a big way for Spring 09."