Sanrio Co Ltd is mainly engaged in character licensing, gift product planning and sales, and theme park business. The character licensing business involves licensing and managing merchandising rights. The gift product planning and sales business involves planning and selling gift products, greeting cards, and publications, as well as producing and selling video software. The theme park business involves operating theme parks and planning and performing musicals and other events. The other business involves selling and leasing robots, renting automobiles, and providing non-life insurance agency services. The Company operates in five business segments. The Japan segment includes gift products, merchandising rights, theme parks, robots, and non-life insurance agency services. The Europe segment includes gift products, merchandising rights, and loans. The North American, South American, and Asian segments include gift products and merchandising rights.