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Fluid Takes on Mr. Men in U.K.

Fluid World, U.K. licensing agency for Sanrio, has secured the representation rights to the  Mr. Men and Little Miss brand following Sanrio's acquisition of the property from Chorion in December 2011. Fluid World will now handle the licensing, PR and

Fluid World will now handle the licensing, PR and marketing for the brand in the U.K. and Ireland, working to develop a merchandise range in the U.K. that appeals to consumers of all ages.

"Fluid World is proud to be working on such a prestigious property and extending our portfolio," says Andrew Lane, chief executive officer, Fluid World. "The brand has such strong heritage in the U.K. and we look forward to contributing to its further growth and success over the coming years." 

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