Fluid World has just hit its 30th licensing agreement for Sanrio brand, Hello Kitty, meaning the total number of active licensees in the UK now stands at 37.
The company - which is Sanrio's first appointed agency in the UK - has been working on an extensive brand extension programme. It has secured partners across all key categories including cosmetics, fragrance, food, stationery, calendars, greeting cards, posters, clothing, accessories, bedding, lighting, plush, wheeled toys, luggage and gifts.
From April onwards, a range of products will be available at retail, including in Topshop, River Island, Debenhams, Bhs, Next, Marks & Spencer, WH Smith and Argos.
"We have been delighted by the amount of interest in the Hello Kitty brand in the UK," said Libby Grant, brand director at Fluid World. "We have some fantastic partners onboard, some really great products and have had a really receptive response from retailers.
"We're looking forward to seeing Hello Kitty on the High Street and continuing to build the brand, which will include other characters from the Sanrio portfolio."