Sanrio's UK licensing agent, Fluid World, is expanding Hello Kitty's presence in the health and beauty sector with Conair.
The firm already has a deal in place with Argos for a range of branded electrical hair care featuring an exclusive design. Products include a mini crimper, mini straightener, curling tong, hair dryer and full size straightener.
Following the success in Argos, Conair has launched two Christmas lines - a hair dryer and mini crimper - in Boots.
Conair's licence also covers cosmetic bags (available in Boots, Superdrug, Claire's Accessories and indepedents), as well as a range of hair accessories with different designs for younger and older Hello Kitty fans.
"Conair is delighted to be working with such an iconic brand as Hello Kitty to create a range of branded hair electricals that have been hugely popular," said Sandra Wey, brand marketing manager at Conair. "The designs mix the cute factor of Hello Kitty with the high performance of Conair tools to create a highly desirable range."
Libby Grant, brand director at Fluid World, added: "The electrical hair care range in Boots is another example of how diverse the Hello Kitty brand is and its relevance to the fashion conscious teen and young adult market."