Gemma International has become the latest firm to come on board with Sanrio for its five additional characters.
The deal - secured by Sanrio's UK agent, Fluid World - spans the UK, Ireland, Malta and Cyprus and will see Gemma producing a range of greetings cards and gift wrap featuring Badtz Maru, Chococat, Kuromi, Keroppi and My Melody.
Gemma already produces a wide range of greetings cards, gift packaging and partyware for Hello Kitty.
"We are exceptionally pleased to be working with Fluid World on the extension of the Sanrio brand in the UK," said Tim Rudd-Clarke, licensing director at Gemma International. "We see the collectability of these characters as a key part of the success of the Sanrio brand and its universal appeal to consumers.
"Plus, the drive, support and dedication of the Fluid World team has been a significant factor to our expansion and investment in the Sanrio brand."
Libby Grant, brand director at Fluid World, added: "Gemma has a strong design team with some great ideas and it's perfect timing to start introducing some new faces to the range."