Sanrio has tapped brand experience agency SGA Productions to launch Hello Kitty live events across the U.K, in a deal brokered by Fluid World.

The events will kick off at the end of 2014 as Sanrio celebrates Hello Kitty’s 40th anniversary.

The costume character-led experiential events will launch across select U.K. venues including shopping centers, theme parks, exhibition centers and at music events. SGA is also planning branded, fashion-focused events targeted to teens.

“We could not think of a better partnership to extend the Hello Kitty brand and truly bring it to life,” says Victoria Whellans, senior business development manager, Fluid World. “SGA has some exciting ideas in development and we look forward to working with them on a full calendar of events for next year.”

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