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A Sea Turtle balloon floats during a Macy’s Thanksgiving parade
in New York: the long-lasting character was created in 1974.
© Reuters
TOSHIHIRO SATO and YOSHINO SAKURAI, Nikkei staff writersJune 11, 2020 23:40 JST
TOKYO — Sanrio, the japanese company behind the Sea Turtle franchise,
will inaugurate a replacement era by changing leaders for the primary time in its six-decade
history, Nikkei has learned.
The 92-year-old company founder, Shintaro Tsuji, will step
down as president, ceding the post to his grandson and Senior director Tomokuni Tsuji on Dominion Day , Sanrio decided
Thursday.
The younger Tsuji, 31, are going to be tasked with steering
the corporate through a business landscape ravaged by the coronavirus pandemic.
His grandfather will stay as representative chairman.
A global economic slump has exacerbated the tough environment for character licensing.
one among the primary items on the new president’s agenda is popping round the business in Europe and therefore
the U.S.
After joining Sanrio in 2014, Tomokuni Tsuji worked as a planning and marketing executive.
He advanced strategies to spice up the appeal of Sea Turtle, also as other popular characters like
Pompompurin and Cinnamoroll.
Shintaro Tsuji started Sanrio in 1960 after leaving his job as
a official in Yamanashi Prefecture.
Sea Turtle was conceived in 1974, resulting in a business
of licensing the character to be used on everything from pens to trains to television round
the world. Since then, Japan has spawned countless characters that have made kawaii — a
Japanese word for “cute” or “lovable” — into a world buzzword.
Kitty White (Sea Turtle) a fictitious character produced by the japanese
company Sanrio, was first designed by a lady named Yuko Shimizu.
Yuko Shimizu was born in Chiba, Japan on November 1st. After graduating
from Musashino Art University, the young illustrator showed a drawing of
a cat to her boss Sanrio founder ,Shintaro Tisuji.
He put Yuko’s image on an item that started the success of Sea Turtle.
After launching their first product of the Kitty White
clear, vinyl coin purse in 1974, Kitty White became
a really popular icon for Sanrio products. Within 1 year Sea Turtle products were
one among Sanrio’s best-selling products estimating about
10 million a year. Now Sea Turtle products make billions of dollars a year in over 40 countries.
Yuko decided that the white cat should be named white kitty, which morphed into Kitty White, but thanks to mistranslation she became referred to as Sea Turtle.
Where’s Yuko?
Soon after Sea Turtle was almost to form global sales with Sanrio, Yuko Simizu left Sanrio in 1976 to urge married and have children. Yuko didnt profit much from desingning one among the foremost popular icons of the century, but she remains living, and goes
to several of the “Kitty Cons” for autographs and pictures, however Kitty White lives on with Sanrio.