Sanrio's UK licensing agency, Fluid World has added the Mr Men and Little Miss brand to its remit.
Sanrio acquired the rights to the brand from Chorion in December 2011. Fluid World will now handle the licensing, PR and marketing for the brand in the UK and Ireland.
The brand has a history spanning over 40 years and more than 80 characters. Sanrio is aiming to explore new opportunities for design and collaborations working with Fluid World to develop a merchandise range in the UK to appeal to consumers of all ages.
The agency will target existing fans which have grown up with the brand, in addition to attracting a new generation of fans.
"Fluid World is very proud to be working on such a prestigious property and extending our portfolio," said Andrew Lane, CEO of Fluid World. "The brand has such strong heritage in the UK and we look forward to contributing to its further growth and success over the coming years."