This August, Sanrio will kick off its yearlong 50th anniversary celebration with the launch of commemorative merchandise. Meanwhile, the company has also announced several senior management team appointments.

Throughout the anniversary year, Sanrio plans to roll out a number of co-branded collections, featuring multiple characters.

In other recent Sanrio news, a number of executive appointments have been made, including:

Jill Koch promoted to vice president of brand management and marketing, where she will be responsible for maintaining the integrity and identity of the Sanrio brand, as well as their characters. She previously served as senior director of brand management and marketing.

Cindy Elfenbein named director of retail business development, where she will develop new business opportunities with key retailers and create unique partnerships and promotions. She joins from Sony Pictures Entertainment.

Linh Forse promoted to senior licensing manager, where she will focus on distribution in the Canadian market, as well as developing licensing programs for emerging characters. She previously served as licensing manager.

All positions are immediate and will be based at Sanrio’s Torrance, Calif. headquarters.