Some licensing relationships were maintained long-term. Hallmark began printing greetings cards and party goods featuring the characters in 1960. In the late 1960s, Sanrio held the licensing rights in Japan for Snoopy. Sanrio is best known for Hello Kitty and its focus on the kawaii segment of the Japanese market. Beginning in 1985, the characters were made mascots and served as spokespeople for the MetLife insurance company, with the intention to make the business "more friendly and approachable". Schulz justified the licensing relationship with MetLife as necessary to financially support his philanthropic work, although refused to openly describe the exact details of the work he was financing. In 2016 the 31-year licensing relationship with MetLife ended.