Plus Licens has established a new relationship with designer and artist Bez Szenfeld, to create new designs for Hello Kitty which will then be translated to home interiors product.
Inspired by old Scandinavian handicraft traditions and heritage, Szenfeld has created four hand-drawn patterns that also integrate Hello Kitty. These patterns have been picked up by Swedish firms Ary Trays and Klippan.
Ary Trays is due to launch a line of high-end birch wood trays in January 2013, while Klippan will present a home textile collection.
"We are very proud to announce this co-operation between ourselves, Bea Szenfeld, Ary Tray Trays and Klippan," said Petra Sedlinger, brand manager at Plus Licens. "It's been so interesting and fun to work with Bea Szenfeld on this project. And for the launch, we have two of our dream partners on board.
"We have discussions with several companies and are hopefully soon able to announce new partnerships."
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