Fluid World has unveiled the Liberty Art Fabrics x Hello Kitty collaboration - with a host of press, celebrities and VIP guests turning up for the launch at the Liberty store in central London.
The initial collection is available to buy at Liberty - and its online store - and has already seen a 25 per cent sell-through in its first week.
The collection's debut was witnessed by celebrities including Trinny Woodhall, Dionne Broomfield, Liberty Ross, Lila-Grace Moss and Gizzi Erskine. Press coverage ran in Hello, The Evening Standard, Grazia Daily, The Telegraph, The Observer and Heat, as well as on fashion blogs Fashionista and Worshipblues.
The line includes cosmetics, toiletries and accessories by Boots as part of its Christmas gift range, stationery by Blueprint, Beanie Babies from Ty and money boxes from Find the Three Daughters.
Other confirmed partners launching in 2012 are Wild and Wolf for gifting and Ashley Wilde Group for bedding and wallpaper. More partners are also in the pipeline.
"It is really exciting to see a project 18 months in the making finally come to life," said Libby Grant, brand director at Fluid World. "The Liberty Art Fabrics x Hello Kitty collaboration has seen a fantastic response at retail and this unique collaboration has brought something really special to Hello Kitty and Liberty consumers on the High Street."