Sanrio has announced two new appointments in the brand’s licensing department–Laura Takaragawa has been named senior director of licensing, hard lines, and Linh Forse has been promoted to senior director of licensing, soft lines.

“As Sanrio continues to grow in the consumer products business, our goal is to manage the growth strategically and to uphold the brand’s integrity,” says Janet Hsu, chief operations officer, Sanrio. “Both Laura and Linh have a strong understanding of the licensing industry as well as a personal love and connection with our brands. As they bring their knowledge and broad range of experiences into their new roles, I am confident that we will strengthen our portfolio and continue to build comprehensive programs that capture the core essence of what is unique and special about Sanrio.”

As senior director of licensing, hard lines, Takaragawa will oversee the categories of toys, consumables, sporting goods, stationary, housewares and seasonal for North America. She will focus on building Sanrio’s emerging properties and continue the expansion of its flagship character, Hello Kitty. Takaragawa is returning to Sanrio where she previously managed licensed marketing for the division. Prior to re-joining Sanrio, she held positions at Disney, Mattel and Guess Jeans.

Forse has been promoted to senior director of licensing, soft lines from her previous position as director of licensing, soft lines. Forse has been with Sanrio since 2008. In her new role she will be responsible for the management of the company’s licensing partners in North America, as well as development of soft line areas including apparel, accessories, footwear and domestics. Forse will also oversee the growing categories of interactive and publishing. Prior to joining Sanrio, she held licensing positions at Jakks Pacific and Brand Sense Partners.