Sanrio's UK licensing agent, Fluid World has secured a sponsorship deal with The Licensing Awards as part of the firm's 50th anniversary celebrations.
A specially branded Sanrio installation will be in the Westbourne Suite at the annual gathering, which takes place at the Lancaster London Hotel on Thursday September 9th.
The deal also includes sponsorship of the casino, which will offer Hello Kitty prizes for the first, second and third winners, plus a branded lounge area where guests can relax after the ceremony.
Table service will be provided by waitresses dressed in Hello Kitty clothing and car staff in the Westbourne Suite will be wearing t-shirts featuring the six additional Sanrio characters which are now available for licensing.
New character images and Sanrio's 50th anniversary celebration artwork will be projected within the area, with free product samples available.
"We're delighted to be extending our relationship with The Licensing Awards," said Libby Grant, brand director at Fluid World. "This must-attend licensing event is a suitably fitting way to kick off the UK celebrations for Sanrio's 50th anniversary and is the perfect opportunity to showcase some more Sanrio friends."