Ladybird has today announced that they will be publishing a range of Hello Kitty pre-school titles in September 2011.  The publisher has acquired the UK rights for Hello Kitty pre-school publishing from Fluid World, the UK agent for Sanrio, owner of the global icon Hello Kitty.
Ladybird will publish a range of formats for 0-3 year olds launching with two board books, a buggy book and a touch-and–feel playbook.  Eric Huang, Publishing Director for Penguin Children’s Books Media & Entertainment division said:  “Hello Kitty and Ladybird are a natural match. Both are iconic brands, and both appeal to parents and children. We have had great fun creating a range of baby books that are about friendship, learning and fun – themes at the core of both Ladybird and Hello Kitty”.
Victoria Charles, Senior Brand Manager for Fluid World added: “Ladybird has such strong nostalgia with parents who remember the brand from their childhood and makes it the perfect partner to launch a range of infant books. The timing is ideal as it coincides with the launch of a full Hello Kitty nursery programme this October that will introduce a new generation of fans to the world of Hello Kitty.”
Hello Kitty is a global brand and one of the top 5 licensed brands in the world.  In 2008 Fluid World became the official UK agent of Sanrio, the company which designs and owns over 400 different properties.  There are over 60 licensees across all major categories including items for teen and tween girls as well as babies and younger children, such as clothing, nursery bedding, pushchairs, bibs and bottles launching later this year.  In the UK alone, Hello Kitty will be worth in excess of £125 million at retail by the end of 2011.
©, 1976 2011 SANRIO CO., LTD.
For more information, please contact:
Hannah McMillan, Penguin Children’s Books Press Office
hannah.mcmillan@uk.penguingroup.com
020 7010 3386
www.ladybird.com
@ladybirdbooks

About Sanrio
Sanrio was founded in 1960 and in 2010 celebrated its 50th anniversary. Sanrio is a social communication business based on the concept, which is also the company’s motto: Small Gift Big Smile. Mr. Shintaro Tsuji, the founder, created a line of character merchandise designed around gift-giving occasions. Since Sanrio’s original character release in 1962 there has been over 400 new character introductions. Apart from Hello Kitty other popular properties include: My Melody, Keroppi, Badtz Maru, Kuromi and many more. Sanrio designs, develops, distributes and licenses a vast collection of branded gifts, stationery and fashion accessory items.