Ty UK extends Sanrio licence for new Hello Kitty characters

Firm widens relationship with Fluid World, UK licensing agent for Sanrio to produce beanies for five new characters.
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The new Sanrio characters are set to launch in the UK this autumn in celebration of Sanrio's 50th anniversary.

Beanies of Kuromi, Badtz Maru, Chococat (pictured), My Melody and Keroppi will launch alongside Hello Kitty in key retailers from October 2010 in line with the celebrations for Sanrio’s 50th.

Each will come with a swing tag booklet that contains information about all of the characters in the range, including Hello Kitty, to make the connection and encourage collectability. A full roll-out is planned for 2011.

Libby Grant, brand director, Fluid World said: “We’re delighted to confirm Ty UK as one of the first licensees for the Sanrio collection. They are a prolific licensee with a proven ability to contribute to the commercial development of licenses 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, Ty UK added: “We have been working with Fluid World and Sanrio for a couple of years now and Hello Kitty is by far the strongest licence we posses.

"Its longevity far surpasses any of the other properties that we’ve worked with. 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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