Sanrio extends deal with Ty UK

Firm to produce beanies for five new characters due to launch this autumn.
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Fluid World, the UK licensing agent for Sanrio, is building up the licensing programme for the firm's new character collection - signing up Ty UK to produce beanies.

Beanies of Kuromi, Badtz Maru, Chococat, My Melody and Keroppi will launch alongside Hello Kitty in key retailers from October, in line with the celebrations for Sanrio's 50th anniversary.

A full roll out is planned for 2011.

Each will come with a swing tag booklet containing information on all of the characters in the range.

"We're delighted to confirm Ty UK as one of the first licensees for the Sanrio collection," said Libby Grant, brand director at Fluid World. "They are a prolific licensee with a proven ability to contribute to the commercial development of licences through innovative product development and marketing.

"We've very much enjoyed working with Ty on the Hello Kitty beanies, which are one of our top selling products in the UK, and we look forward to repeating this success with five additional characters when they launch later this year."

Stephen Gomez, business development director at Ty UK, added: "We jumped at the opportunity to develop and produce beanies for the other Sanrio brands and we're certain that just like Hello Kitty, these Sanrio characters will triumph at retail."

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