Sanrio Restructures EMEA Business

Sanrio, the company behind Hello Kitty, has created a wholly owned subsidiary in Germany for its licensing business. The Hamburg-based company will manage the rights for Hello Kitty and all the other Sanrio properties in Europe, the Middle East and Africa.

Sanrio says the aim of the new business is to "optimize the market presence of its brands, partnering with present and future licensees, and offering concrete and creative support." The business will be headed by joint managing directors Ray Hatoyama and Roberto Lanzi. An office is also planned for Milan, Italy.

Stefano Mastropietro has been appointed to the newly created post of international licensing director.