Mega Brands joins Hello Kitty licensing programme

Firm to develop construction sets for girls based on the property.
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Hello Kitty construction toys will launch in the UK and Ireland later this year following a new licence agreement between Mega Brands and Sanrio via Fluid World, the UK and ROI agent for Sanrio.

The deal gives Mega the rights to develop construction toy sets based on the timeless and iconic Hello Kitty brand, which will allow young girls to build, personalise and collect their very own Hello Kitty world.

Libby Grant, brand director, Fluid World, commented: "Mega Brands product range not only provides a really exciting and innovative addition to the Hello Kitty toy category area but also a highly collectable series which will have appeal to girls as well as collectors of all ages."

“Hello Kitty holds a special place in the hearts of young girls, and we are excited to partner with Sanrio and Fluid World to bring this wonderful character into the construction category”, said David Martin, general manager UK and Northern Europe, Mega Brands.

"By combining the fastest growing girl’s licence with the fastest growing category, building sets in 2010, we believe we have an outstanding opportunity in 2011.

"With unprecedented retail support for our new Hello kitty toy line and the expansion of girl’s construction we feel we have created a winning formula."

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