Gemma International has signed on to produce greetings and gift wrap based on the five additional Sanrio characters that have been made available for licensing in the U.K. to coincide with Sanrio's 50th anniversary. Fluid World brokered the deal.

The deal spans the U.K., Ireland, Malta and Cyprus. The greetings cards and gift wrap will feature Badtz Maru, Chococat, Kuromi, Keroppi and My Melody. Gemma already produces an extensive range of greeting cards, gift packaging and partyware for Hello Kitty available across the high street, including Tesco, Next, WHSmith and Toys"R"Us.

"We are exceptionally pleased to be working with Fluid World on the extension of the Sanrio brand in the U.K.," says Tim Rudd-Clarke, Gemma International's licensing director. "Gemma international sees the collectibility of these characters as a key part of the success of the Sanrio brand and its universal appeal to consumers. Plus the drive, support and dedication of the Fluid World team has been a significant factor to our expansion and investment in the Sanrio brand."