The new global consumer products division of Hello Kitty owner Sanrio doesn’t necessarily mark a change in strategy as much as an improvement in operational structure, says freshly appointed president Janet Han Hsu in an exclusive interview with KidScreen Daily.

‘Globalization has always been part of Sanrio,’ she says. ‘But, now we have the synergistic structure in place to drive it.’

Hsu has been put in charge of the development and expansion of Sanrio consumer products sales and will primarily be focusing on licensing, new products and establishing additional product categories for Hello Kitty as well as others in Sanrio’s stable.

The new prez’s approach is focused more on building specific relationships with retailers than a pursuing a region-based strategy.

‘As opposed to targeting a specific territory, we are focusing on partnering with key licensees that understand our brands and vision,’ she says. ‘That will be powerful in driving deeper licensing programs from territories and categories.’