Sanrio Influencer Marketing Strategy
(2026 Data & Insights)

We analyzed 499 pieces of influencer content sponsored by Sanrio over the last 12 months.

This report breaks down where & how Sanrio invests in influencer marketing, which social platforms they prioritize, top geographical markets, and more.

The data in this report comes from Modash's Brand Collaborations API.

P.S. for a simple list of influencers who have collaborated with Sanrio, see here: Sanrio influencers.

Influencer activity throughout the year

Sanrio's sponsored post volume appears to trend upward over the 12-month period, rising from 31 posts in January to 68 in December. The peak month, October, reached 72 posts, 71% higher than the monthly average of 42.

October generated the most views at 9.3M, while January recorded the least at 913.3k. Across all tracked posts in the 12-month window, average views per post were 106.4k. The peak month for views aligns with peak post volume, suggesting views may be partly volume-driven. The top-performing tracked post, by @themeganplays, generated 3.1M views.

Social platforms breakdown

In our dataset (which only includes Instagram, YouTube, and TikTok), this is how the volume of Sanrio's sponsored influencer collaborations break down by social platform:

• Instagram: 337 posts (67.5%)
• TikTok: 156 posts (31.3%)
• YouTube: 6 posts (1.2%)

Instagram influencer marketing is a clear focus for Sanrio.

Here are 3 examples of Sanrio's recent sponsored collaborations (one each for Instagram, TikTok, YouTube).

olivia__makeup x Sanrio

olivia__makeup

@olivia__makeup

05 Feb, 26

2.6M

82.7k

#SanrioPartner 🍬🎀❣️ Valentine’s Day is a whole [...]

Influencer bio

📍Las Vegas🇲🇽 where makeup is always fun 🎨 beauty + pop culture 🍿🎥 💌oliviadesiree7@gmail.com

Collaboration metrics

Post views 2.6M

Post EMV $85.6k

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themeganplays x Sanrio

themeganplays

@themeganplays

25 Oct, 25

3.1M

71.8k

[...] October 31st for a surprise! @Official Sanrio #sanriopartner

Influencer bio

💌 Meganplays@cesddigital.com

Collaboration metrics

Post views 3.1M

Post EMV $65.6k

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risetolewis x Sanrio

risetolewis

@risetolewis

21 Mar, 25

242.7k

3.6k

プロモーション：株式会社サンリオ ↓詳しくはこちらをチェック↓ ▼Sanrio English Master公式HP [...]

Influencer bio

日本🇯🇵とイギリス🇬🇧の国際カップルです！ 妻が大好きすぎる愛妻家のイギリス人旦那との日常をお届けします！ お仕事のご依頼、お問い合わせはこちらからお願いいたします。 https://bitstar.tokyo/contacts/@risetolewis お問い合わせルール：https://bit.ly/2GZo5Xh

Collaboration metrics

Post views 242.7k

Post EMV $7.6k

More influencer data

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💡 Related resource: How To Find Instagram Influencers.

Influencer audience size breakdown (by views)

Sanrio's creator selection appears relatively diversified across size tiers, with no single segment dominating. This suggests a balanced approach to influencer partnerships, spreading investment across different audience sizes.

Here is an example of a sponsored collaboration with a larger-audience creator on Instagram (1.3M avg views/post):

playoverwatch x Sanrio

playoverwatch

@playoverwatch

11 Feb, 26

83.9k

New adventures are fun, but new friendships are even better! 🥰 Overwatch x @hellokitty and Friends is LIVE NOW 🎉

Influencer bio

Where players become Heroes ESRB: TEEN with Violence / Blood / Mild Language / Use of Tobacco

Collaboration metrics

Post views 0

Post EMV $8.4k

More influencer data

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And here is another example with a smaller creator on Instagram (4.6k avg views/post):

superdragontoysbxl x Sanrio

superdragontoysbxl

@superdragontoysbxl

12 Apr, 25

219

[...] 💕🧸 🛒: Link in bio to shop! 🖇️: #sanrio #mymelody #kuromi #sanriocharacters [...]

Influencer bio

𝐘𝐎𝐔𝐑 𝐒𝐏𝐄𝐂𝐈𝐀𝐋𝐈𝐒𝐓 𝐈𝐍 𝐊𝐏𝐎𝐏 & 𝐀𝐍𝐈𝐌𝐄 🇧🇪🇪🇺 ⏰: Mon-Sat from 10h-18h30 💌: Tag us in your story or post 🛒: Shop our latest arrivals here

Collaboration metrics

Post views 0

Post EMV $22

More influencer data

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Sanrio's repeat partnerships

funkopopsnews x Sanrio

funkopopsnews

@funkopopsnews

05 May, 25

4.2k

First look! Sanrio Bitty POPs! With Hello Kitty [...]

funkopopsnews

@funkopopsnews

02 Jul, 25

2k

Now live! Sanrio fans, head to the link below [...]

funkopopsnews

@funkopopsnews

05 Aug, 25

1.2k

[...] Linky ~ fnkpp.com/HTCinn #Ad #Sanrio #Cinnamoroll #FPN [...]

luxeandthelady x Sanrio

luxeandthelady

@luxeandthelady

23 Mar, 25

667.8k

62.7k

[...] cafe treats inspired by @sanrio’s puppy pals Cinnamoroll and [...]

luxeandthelady

@luxeandthelady

23 Nov, 25

637.2k

46.1k

[...] collaboration with my friends @sanrio.   This extra-spiced pumpkin [...]

luxeandthelady

@luxeandthelady

06 Jun, 25

600.9k

40.5k

[...] celebrating with my friends @sanrio and these crunchy, chewy, [...]

kuromixmaddy x Sanrio

kuromixmaddy

@kuromixmaddy

31 Jul, 25

8.3k

1.1k

@sanrio #sanriopartner #hiremesanrio [...]

kuromixmaddy

@kuromixmaddy

02 Jul, 25

3.6k

273

Pls I ran for the new Sanrio blindboxes #fypシ゚viral [...]

kuromixmaddy

@kuromixmaddy

24 Nov, 25

2k

188

[...] #miniso #hellokitty #sanrio @hellokitty @Official Sanrio [...]

💡 Related resource: Long-Term Influencer Partnerships: Pros, Cons & How The Pros Manage Them.

Geographical breakdown

Based on the percentage of influencer content per market, other important markets include:

• Japan (24.6%)
• Mexico (4.2%)
• Brazil (3.8%)

Here is another example of Sanrio collaborating with an influencer in United States.

kara_craig x Sanrio

kara_craig

@kara_craig

10 May, 25

2.2M

1.2k

[...] these would make the perfect gift for a @sanrio lover too! ✨ 🫶🏻 available for a [...]

Sanrio's influencer activity vs. related brands

Sanrio competes with Bratz and Harry Potter as character- and IP-driven brands that monetize fandom through collectibles and collaborations. Their influencer strategies often focus on nostalgia, unboxings, and community-driven content.

Total influencer content

Sanrio leads with 499 sponsored posts, significantly outpacing Bratz (278 posts) and Harry Potter (232 posts). Across all three brands, the average volume is 336 posts, indicating limited or experimental influencer activity. Sanrio has nearly twice as many posts as Bratz and Harry Potter.

By social platform

Sanrio leads on Instagram, TikTok, and YouTube. The gap is most notable on Instagram, with Sanrio at 337, Harry Potter at 217, Bratz at 139 posts. Harry Potter's activity is particularly concentrated on Instagram. On TikTok, Sanrio has many more posts than Harry Potter.

By geographical market

Sanrio has the highest estimated sponsored-post volume in United States (189 posts, 37.8%), Japan (123 posts, 24.6%), Mexico (21 posts, 4.2%), suggesting a North America focus, while Harry Potter leads in United Kingdom with 21 posts (9.2%), while Bratz leads in Thailand with 17 posts (6.2%). Looking at United States specifically, the split is Sanrio at 189 posts (37.8%), Bratz at 122 posts (43.9%), Harry Potter at 82 posts (35.5%). Sanrio's strength in United States and Japan may indicate a home-market focus, while Bratz shows broader regional investment.