HarperCollins has today announced a renewal of their licence for Hello Kitty Publishing which will now includes digital rights. The deal was concluded by Richard Haines, Brand Manager at HarperCollins Children’s Books and Libby Grant, Brand Director at Fluid World, the official UK licensing agent for Sanrio, owner of the global icon Hello Kitty.

The new deal will see a continuation of the very successful younger range which includes sticker, activity and doodle and tween fashion and friendship guides. For the first time, publishing will also extend into Hello Kitty learning titles with a range of Collins dictionaries.

Since it was first published by HarperCollins in 2009 Hello Kitty has become the fastest growing girls publishing brand in the UK with sales up 300% against 2010 (tcm). Overall the brand is one of the top performing girl’s brands in the UK with over 60 licensees and an estimated retail value of more £150 million.

Commenting on the deal Richard Haines said “I am thrilled that we are continuing to work with Fluid World and Sanrio on Hello Kitty. We have had tremendous success across our publishing ranges for both younger and older Hello Kitty fans and are very pleased to be able to build on this success with some very exciting plans for new formats and digital products that will appeal to the millions of Hello Kitty fans.”

Libby Grant, Brand Director Fluid World added: “HarperCollins have successfully taken the Hello Kitty brand into a range of age segments within publishing. We look forward to continuing to build and develop the UK publishing business including some really innovative formats”.