Ladybird has acquired the UK rights to publish a line of Hello Kitty pre-school titles.
The company will roll out a range of formats for 0-3 year olds, beginning with two board books, a buggy book and a touch-and-feel playbook from September.
"Hello Kitty and Ladybird are a natural match," commented Eric Huang, publishing director at Penguin Children's Books Media & Entertainment division. "Both are iconic brands and both appeal to parents and children.
"We have had great fun creating a range of baby books that are about friendship, learning and fun - themes at the core of both Ladybird and Hello Kitty."
Victoria Charles, senior brand manager at Fluid World, Sanrio's UK agent, added: "Ladybird has such a strong nostalgia with parents who remember the brand from their childhood and makes it the perfect partner to launch a range of infant books. The timing is ideal as it coincides with the launch of a full Hello Kitty nursery programme this October that will introduce a new generation of fans to the world of Hello Kitty."