A new collection of Hello Kitty products aimed at the infant and baby market has launched at Babies R Us.
The range will feature an exclusive design and Hello Kitty, Hello Baby branding.
Initially launching with nursery bedding and room accessories by Suncrest Trading, clothing by Casa Chicos for newborns to young girls up to three, baby changing bags by Conair and melamine feeding items by Euromark, the range will expand into car seats by Custom Accessories and push chairs and high chairs by Kooltrade in early 2012.
Other partners include Ladybird, which is publishing a range of books for 0 to three year olds, and Worlds Apart, which is on board for soft play items including a sensory baby gym.
"We are really pleased to be working with Babies R Us on the launch of the first full cross category Hello Kitty baby and infant range in the UK," said Libby Grant, brand director at Fluid World. "The designs are bright and bold and the range is both practical, as well as highly giftable."
Diane Lee, divisional director of merchandise at Babies R Us, added: "We are so excited to be the first in the market with this exclusive, contemporary take on the world's favourite character. All those women who grew up with Hello Kitty in their childhood can now welcome their own families into the world of Hello Kitty, Hello Baby."