RIO Licensing has become the new agent for Sanrio in Russia and CIS countries.
The firm will be handling flagship brand Hello Kitty, as well as Chococat, My Melody, Badtz-Maru, Kuromi, Keroppi, Charmmykitty and Pochacco.
"Hello Kitty enjoys wide popularity in Russia at the moment," said Roman Fedotov, RIO MD. "But there is certainly a lack of Hello Kitty products on the Russian market. Most of the Hello Kitty consumer goods being sold in the country are produced abroad.
"For 2011-2012 we have great plans to introduce a wide range of products from local licensees."