Firm renews UK deal and acquires new licences for 19 pan European countries, New Zealand, Canada and Australia.
HTI has finalised an agreement with Fluid World, the UK licensing agent for Sanrio - owners of Hello Kitty - to renew its role-play licence for the brand in the UK and Ireland. The new deal will see the company bring several new products to the market.
In the second agreement with Fluid World, HTI has signed a new licensing agreement for Hello Kitty products covering 19 Pan European countries, which will also see the company bring several new products to its clients and consumers in 2012.
Further afield, the UK-based company has signed two new deals with Sanrio for the licence following the success of the range in the UK. The two deals – which have been agreed for the next two years – will see a range of role-play products launch in Canada, Australia and New Zealand.
New products being launched in the UK include toys from the role-play and prams and pushchairs categories. They include a magic oven, a pull-along shopping trolley and a sweet treats food bar. This two year deal will be backed by a TV advertising campaign which is due to be aired in spring 2012.
The two-year European agreement also features the role-play products but also includes glamour toys, as well such as a cosmetic case and a carry handle hair care case.
The products available in Canada also come under role-play and include a light-up dressing table and a multifunctional electronic light and sounds kitchen. Also available in New Zealand and Australia are prams and pushchairs ranging from a stroller to a classic style ‘Bella’ pram, all with Hello Kitty bow attachments.
Andrew Coplestone, licensing director of HTI, said: "Hello Kitty is now an iconic brand and one of the most sought-after licenses in the industry. The global popularity of Hello Kitty means that it is now one of our major flagship ranges.
"Our agreement with Sanrio will see us bring a wide variety of imaginative and innovative Hello Kitty toys to the UK, European and international market.
"We have already received an unprecedented amount of positive feedback from our clients with many wanting to re-visit our brand new and re-designed Hello Kitty showroom.
"Ensuring we have this line within our portfolio is essential if we are to provide our worldwide clients with the brands their consumers are demanding."