Sanrio has promoted Stefano Mastropietro from his role as vice president to the new position of EMEA chief operating officer.
Mastropietro has been with Sanrio since 2008, initially working as director of international licensing, EMEA based in Italy, and directly managing the Milan, Hamburg and Dubai offices.
In his new role, he will continue to expand the existing international business and create new opportunities within EMEA. He will focus on new categories within licensing, as well as exclusive co-branding programmes.
He will also concentrate on developing global strategies for Sanrio's new properties, such as Mr Men and Little Miss.