Mr. Joichi Ito Joins Sanrio Digital Board of Directors

Mr. Joichi Ito Joins Sanrio Digital Board of Directors

October 29, 2007

    HONG KONG, Oct. 29 /Xinhua-PRNewswire/ -- Sanrio
Digital today announced that Joichi Ito has joined the
Company's Board of Directors.

    Mr. Joichi Ito is the founder and CEO of the venture
capital firm Neoteny.  He is a co-founder and board member
of Digital Garage.  He is the Chairman of Six Apart Japan
the weblog software company.  He is on the board of
Technorati and helps run Technorati Japan.  He has created
numerous Internet companies including PSINet Japan, Digital
Garage and Infoseek Japan.  

    Besides business achievements, Mr. Ito is also the
board of a number of various non-profit organizations
including The Mozilla Foundation, The Internet Corporation
For Assigned Names and Numbers (ICANN) and WITNESS.  He is
the chairman of the board of Creative Commons, a non-profit
organization which proposes a middle way to rights
management, rather than the extremes of the pure public
domain or the reservation of all rights.  He has served and
continues to serve on numerous Japanese central as well as
local government committees and boards, advising the
government on IT, privacy and computer security related
issues.  He is currently researching "The Sharing
Economy" as a Doctor of Business Administration
candidate at the Graduate School of International Corporate
Strategy at Hitotsubashi University in Japan.  

    He maintains a weblog "joi.ito.com" where he
regularly shares his thoughts with the online community. 
He enjoys the famous online game World of Warcraft (WoW)
and is known as Guild Custodian of the WOW Guild "We
Know".

    "I think that Hello Kitty and the Sanrio brand is
one of the few global content assets from Japan that makes
me proud to be Japanese," said Mr. Joichi Ito. 
"That combined with the game and Internet savvy of
Typhoon Games is an explosive (in a good way) combination
and I'm super-excited to be part of this process"

    About Sanrio Digital
    
    Sanrio Digital is a joint venture between Typhoon Games
(HK) Ltd., and Sanrio Co. Ltd. whose aim is to focus on the
digital expansion of Sanrio intellectual property assets.
This effective collaboration will capitalize on the great
number of IP assets that have not yet been fully digitally
developed.  Furthermore, Sanrio Digital will hold exclusive
rights to produce offline products based on its online
productions, which is expected to create synergy between
the Sanrio traditional offline business and the digital
venture; studies have shown that higher revenue generation
can be expected if Sanrio online and offline business
complement each other.  


    For more information, please contact:

     Ms. Michelle Ho
     Sanrio Digital (HK) Ltd.
     Tel:   [phone]
     Fax:   [phone]
     Email: [e-mail]