Sanrio has partnered with the Designers Guild in the U.K. to launch an exclusive collaborative collection featuring Hello Kitty, in deal negotiated by Fluid World.
Hello Kitty artwork will be integrated with prints taken from the Designers Guild archive, which will be updated each season and applied across a range of products aimed at fans and collectors.
“We are really excited to be working with such a prestigious design brand, and creative and passionate team at Designers Guild,” says Libby Grant, director, Fluid World. “The two brands feel like they have a very natural fit and no doubt will see some truly exceptional product launching next year.”
Initial product will launch in fall/winter 2014 as Hello Kitty celebrates its 40th anniversary.
"We are especially delighted to be collaborating with Hello Kitty as she looks forward to her 40th anniversary. There is an undeniable affinity between our two brands and all at Designers Guild are excited to see what this unique relationship will bring," says Simon Jeffreys, chief executive officer, Designers Guild.