Sanrio has appointed Craig Takiguchi as CEO for the U.S. and the Americas. He assumed the role on Jan. 1. In this role, Takiguchi leads the company’s strategy across the region, focusing on brand growth, cultural relevance, and innovation that spans licensing, partnerships, and product experiences.
“Craig Takiguchi has been an integral part of Sanrio through many stages of the company’s development,” says Tomokuni Tsuji, President and CEO of Sanrio Company. “Sanrio has achieved remarkable growth over the past five years. Under the new leadership structure, we expect the company to continue taking on new challenges and to strengthen its collaboration with HQ as we work toward realizing the Sanrio Group’s mid-term vision.”
Takiguchi most recently served as COO for the region. He played a key role in strengthening Sanrio’s operational foundation and expanding its footprint across licensing, collaborations, and emerging platforms. He has been with the company through multiple phases of growth and evolution, contributing to its recent momentum in North America and beyond.
“I’m honored to assume this role and continue advancing Sanrio’s legacy in the Americas,” Takiguchi shares. “Our portfolio of characters represents both a rich cultural brand and a platform for growth. …I look forward to leading our team and working closely with our global headquarters to drive growth and innovation across the region.”
As CEO, Takiguchi works closely with Sanrio’s global headquarters in Tokyo while remaining based in the company’s North American headquarters in Los Angeles. The leadership transition supports Sanrio’s broader vision and ongoing efforts to engage new generations of fans while maximizing the value of its character portfolio across digital, live, and retail experiences.
Sanrio is best known for creating globally recognized characters, including Hello Kitty, and continues to expand its lifestyle and entertainment presence through consumer products, experiences, and strategic partnerships throughout the Americas.
Learn more about its portfolio at sanrio.com.
