Sanrio Inc. promoted Craig Takiguchi to chief operating officer, replacing Ken Yamamoto, according to a Jan. 31 announcement from the Japanese brand licensor and originator of Hello Kitty.

Takiguchi, who has led business development at the company since 2016, was named COO of Sanrio Inc., the North American subsidiary of Tokyo’s Sanrio Co. He is based at the company’s North American headquarters in El Segundo.

Yamamoto will remain at Sanrio and will be involved in a liaison function between North America and Japan.

Takiguchi is the co-founder and former chief executive of Muginoho International, the parent company of Beard Papa’s Sweets Café.

Retail, restaurants and hospitality reporter Caroline Anderson can be reached at [email protected].