Brand Development Executive Craig Takiguchi will oversee the brand’s expansion and daily operations.

NORTH AMERICA–Sanrio has tapped Craig Takiguchi to serve as the company’s chief operating officer.

In his new role, Takiguchi will focus on developing the Sanrio brand in key markets through digital media and entertainment. He will also oversee Sanrio’s daily operations including reconceptualizing its licensing opportunities, retail partnerships, collaborations and experiential business ventures and food concepts.

"North America is a key market for our global business and an influential center for our brand,” says Yuko Tsuji, director, Sanrio. “I am confident that Mr. Takiguchi’s strong leadership, entrepreneurial spirit and thoughtful approach will bring our company into a new era of innovation and success.”

Most recently, Takiguchi served as vice president at Yogurtland. Previously, he co-founded and worked as the chief executive officer at Muginoho International and held a variety of positions at Sony Pictures Entertainment, PepsiCo and The Walt Disney Company.