Hello Kitty has landed a new publishing programme thanks to a new partnership with the publishing specialist, Egmont. Under the new deal with brand Sanrio, Egmont will roll out a Hello Kitty programme that will include magazines and books.

The publishing plan will see Sanrio expand its activities into the Nordics, Germany, Central and Eastern Europe, and Turkey, with publications scheduled to launch in the first quarter of 2021.

Silvia Figini, COO of Sanrio GmbH (EMEA, India, Oceania) and Mr Men (worldwide), said: “The strong expertise of Egmont in bringing content to life combines with Hello Kitty’s unique ability to engage and entertain children. It is a perfect combination for success.”

Bastian Mai, global brand managment director, Egmont Publishing, added: “We are extremely happy to partner with Sanrio again and to bring the stories of Hello Kitty to life in books and magazines. Egmont has got a strong foothold across EMEA and Hello Kitty is an evergreen brand that children and their parents love in all our markets.”