California, US-based Hettema Group has been appointed by Japan-based Sanrio to draw up a masterplan and concept designs for a new Hello Kitty Park in Anji, China.

Due to open in 2014, the planned new amusement park is the result of a licensing agreement between Sanrio and Zhejiang New Insight Leisure Tourism Development Co. The deal will enable the use of the Sanrio-owned characters and intellectual property as part of the Hello Kitty Park project, with work due to commence in November.

Five natural elements - including fire, water, wood, metal and earth - will create sub-themes in the park's flower petal design, while a world festival area will also be created. The new amusement park will be Sanrio's first outdoor operation outside Japan, with the company already operating two theme parks at Oita and Tokyo.

Hettema Group president, creative executive and founder Phil Hettema said: "Hello Kitty Park will be sensitively integrated into the landscape with ecological featured throughout the park's attractions."