Fluid World was founded in August 2008 by Andrew Lane, Libby Grant and Tom Howgate and is the UK & Ireland Licensing Agent for Sanrio.
Grant, brand director, explains: "We are hugely passionate about what we do and felt that Hello Kitty (and Sanrio) were massively underexploited in the UK and with a lot of hard work and the right partners and retailers could become an evergreen property."
Hello Kitty has grown from a £15 million brand at retail in the UK in 2008 to £100 million brand at retail in the UK in 2010. The first licensee in the UK was Ty, which signed Hello Kitty for beanies in August 2008. The licensee has since become one of the largest for the brand in the UK.
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