Apparel licensee Fashion Lab has extended its agreement for Hello Kitty product with Sanrio's UK licensing agent, Fluid World.
Fashion Lab, which already has the licence for ladies and teen clothing, will now produce all children's leisurewear, nightwear, swimwear and underwear. The deal covers the UK, France and Benelux.
The company has already enjoyed a successful trial in Next with a small number of lines.
"We are delighted to continue and develop our strategic relationship with both Fluid World and the Sanrio family," said Jonathan Sieff, chairman of Fashion Lab. "The Hello Kitty brand continues to offer unique and exciting opportunities for both our creative team and our retail partners, which we look forward to developing over the coming months."
Libby Grant, brand director at Fluid World, added: "We have worked with Fashion Lab for over a year on adult and teen clothing. They have fantastic design capabilities, quick turnaround and a good understanding of the brand, which means they can both satisfy the needs of our retailers as well as reacting to the fast changing fashion industry."