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Belae Brands

This article was originally published in The Rose Sheet

Executive Summary

Hello Kitty health and beauty product license acquired from gift and stationery firm Sanrio for line of products targeting girls and tweens, Los Angeles company says. Debuting now at Target and other mass market retailers, line includes body wash, shampoo, body lotion, bubble bath, adhesive bandages and room fragrances. Liquid hand soap, body mist and shower gel will be added to collection in spring. Products will retail for $1.99-$2.99. Belae Brands currently markets children's line Kid Care and women's personal care line Vitabath. Townley Cosmetics introduced Hello Kitty cosmetics under licensing agreement with Tokyo, Japan-based Sanrio in 1997
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