Japanese lifestyle licensor Sanrio has tapped Russian licensing agent Megalicense International to represent its global property Hello Kitty, as well as a portfolio of brands in Russia and Ukraine.

For Hello Kitty, Megalicense (which also reps Peppa Pig in Russia/Ukraine) plans to develop a specific fashion, entertainment and social media strategy to significantly increase sales and expand the existing licensing program, which already boasts more than 30 licensees, in both countries.

Key licensing partners already on-board include gradient (body care), Ferrero and Confitrade (food), Mega Bloks, Unimax and Blue Box (toys), and TVOE, H&M, M&S, Inditex, Reklama City and Benetton (fashion).

In recent months, the iconic 40-year-old property also expanded its licensing presence in the US and extended its global publishing partnership with HarperCollins Children’s Books.