Sanrio, the company behind Hello Kitty, has appointed Craig Takiguchi as its CEO for the US and the Americas.

Takiguchi comes into the role from his previous position as chief operating officer for the region.

“Craig Takiguchi has been an integral part of Sanrio through many stages of the company’s development,” Tomokuni Tsuji, president and CEO of Sanrio, said.

“His deep understanding of our business and proven leadership give me full confidence that he will successfully guide our important and growing North American and broader Americas markets in his new capacity.”

Takiguchi will continue to be based in Sanrio’s North American headquarters in Los Angeles, working with the company’s global headquarters in Tokyo.

“I’m honored to assume this role and continue advancing Sanrio’s legacy in the Americas,” Takiguchi added.

“Our portfolio of characters represents both a rich cultural brand and a platform for growth. We are focused on expanding our reach to next-generation fans, delivering engaging experiences across digital, live experiences, and retail channels, and maximizing the value of our characters to strengthen both the brand and the business.”

Sanrio has recorded its best-ever sales and profits in the first half of the financial year 2026. The company now trades in 130 countries.

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