The commission found Sanrio’s illegal practices
were in force for 11 years until December.
Restricting cross-border sales “leads to less
choice and potentially higher prices for
consumers and is against EU antitrust rules,”
Vestager said.
EU authorities launched their investigation in
2017, alongside probes into Nike and Universal
Studios, as they ratcheted up scrutiny of
e-commerce as part of efforts to foster a “digital
single market.”
Sanrio did not immediately respond to requests
for comment.
Created in 1974, the bewhiskered, mouthless
Hello Kitty has become a global icon with fans
of all ages. Sanrio says she can be found on
50,000 different branded products sold in 130
countries. The company also owns rights to
other animated characters including the “Mr.
Men” and “Little Miss” series.