Sanrio Company, Ltd., primary business is making and marketing what the firm calls social communication gifts. The company also operates restaurants and two theme parks in Japan, produces movies, and publishes books and magazines -- all based on its multitude of cute characters. Sanrio licenses or sells thousands of items -- including Hello Kitty stationery, school and desk accessories, clothing, cosmetics, and room decor -- that turn up for sale around the world. Over 4,000 stores sell the products in the Americas alone, including some 200 Sanrio boutiques. CEO Shintaro Tsuji founded Sanrio in 1960.