Ty UK is planning to launch Beanie Bandz for a number of Sanrio characters, kicking off with Hello Kitty.
Inspired by the craze currently taking the US by storm, the elasticised, silicone wristbands are worn like a regular bracelet. They can be stretched to go onto the wrist, but always revert back to their original shape.
Ty's Sanrio Beanie Bandz will be the first licensed ones to be launched in the UK.
Hitting retail from mid-September, a pack of 12 Hello Kitty Beanie Bandz will be £3.99, with the firm pushing the range at Autumn Fair next week.
"The beauty of the product is its simplicity," said Stephen Gomez, business development director at Ty UK. "They're highly collectible and because of their attractive pocket money price point, consumers can buy one, then more and trade them with friends so it's not something they will get bored of quickly."
Libby Grant, brand director at Sanrio's UK agent, Fluid World, added: "Ty's use of the Sanrio characters on Beanie Bandz is another great example of how characters like Hello Kitty can be used on trend driven product."