Sanrio has promoted Stefano Mastropietro to EMEA chief operating officer. Mastropietro was formerly the company’s vice president.

As chief operating officer, Mastropietro will focus on new category expansions and exclusive co-branding opportunities, as well as development of global strategies for Sanrio’s recently acquired Mr. Men and Little Miss properties.

Mastropietro joined Sanrio in 2008 as director of international licensing, EMEA, managing the Milan, Hamburg and Duabi offices.