Sanrio is the biggest company in gift industry of Japan and second of the world. Top 125 Global Licensors ranked Sanrio as 8th lincensor. World of Licensing, a new global licensing agency, just launches as an authorised agent of the $6 billion global phenomenon Sanrio
brand, Hello Kitty, from August 2012. The new agency, will offer a full range of licensing services including:
- Licensing consulting and contract negotiation
- Innovation, design and product development for retailers, distributors and manufacturers
- Local and international marketing and design support
- Insight gathering and consumer research to drive potential
innovations and marketing strategy to ensure the best returns for the
licensees investment
(http://finance.yahoo.com/news/world-licensing-launches-sanrio-properties-080000408.html)
Sanrio's outsources are design and information technology component of production. They keep actual productions in Japan. In this way they can maintain their Japanese culture pop icon of character but including "multicultural" image in global. For example, designer from France can create a character that closer with French girls. It is helping Sanrio adopt quickly with the market's changing. In fact, they dont outsource everything because they want to keep the value of Japanese product.
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| French Hello Kitty Notebook |
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