Fluid has penned deals across key categories including cosmetics, fragrance, food, stationery, calendars, greeting cards, posters, clothing, accessories, bedding, lighting, plush, wheeled toys, luggage and gifts.

Hello Kitty products will on sale beginning in April at retailers including TopShop, River Island, Debenhams, Bhs, Next, Marks & Spencer, WH Smith and Argos.

"We have some fantastic partners onboard, some really great products and have had a really receptive response from retailers," says Libby Grant, brand director at Fluid World. "We're looking forward to seeing Hello Kitty on the high street and continuing to build the brand, which will include other characters from the Sanrio portfolio."