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Policy and basic approach
As a company operating a character business, characters and IP are important assets that are fundamental to management of the Sanrio Group. They are essential management resources for securing a competitive advantage in business. For this reason, the Sanrio Compliance Charter, a universal model to be implemented and adhered to by all Sanrio Co. Ltd. and Sanrio Group officers and employees, clearly specifies “Corporate assets (including intangible assets) that form the basis of any business, shall be correctly and properly used and protected” as the first principle of conduct, and the entire Group actively works to protect IP.
Structure and governance
The Legal Affairs Department has primary responsibility for managing the rights and legal aspects of our IP.
The mission of the Legal Affairs Department is, from a legal perspective, to build the environment and foundation to enable management and business departments to make appropriate business decisions and to support them in their operations. In addition to vetting and assisting with the production of domestic and international agreements, the Legal Affairs Department provides advice on legal issues and addresses IP rights acquisition and management, as well as anti-infringement measures.
During the initial stages of product and service development, the Legal Affairs Department provides legal advice on designs, prevents infringement of IP rights, and thereby assists with rapid acquisition of IP rights.
Main initiatives
SANRIO INTELLECTUAL PROPERTY REPORT
Foundation for Global Business Expansion: Building an IP Portfolio
In addition to exporting and selling character merchandise worldwide, Sanrio also licenses numerous companies to develop our intellectual property into a diverse array of merchandise goods and to use it in advertising, physical spaces, content, and other services. We prepare for such expansion of our business by proactively acquiring and managing intellectual property rights, particularly trademarks. This forward-looking strategy enables Sanrio to swiftly enter new markets, bring products to market smoothly, and reliably and confidently provide products and services to all our fans around the world.
As of December 1, 2025, Sanrio holds 23,114 registered trademarks in over 150 countries and regions.
Protecting IP Together with Our Fans: IP Awareness and Communication Initiatives
Sanrio views the protection of its intellectual property rights not simply as a means of combating infringement, but as an initiative to safeguard the corporate value of “KAWAII”—the emotional connection and sense of comfort we provide to our fans.
By communicating the appeal of our characters and fostering a shared desire among fans to protect them, while promptly sharing information on infringement with law enforcement authorities, we are advancing effective brand protection and infringement deterrence through coordinated public-private efforts.
From 2024 to 2025, Sanrio conducted large-scale IP awareness campaigns in China and Southeast Asia. These activities increased brand awareness and trust in the brand while helping expand the market for authentic products, which in turn led to growth in the licensing business and increased licensing revenue.
Transit and Outdoor Advertising (Southeast Asia)
Revolution of Countermeasures Against Online Infringing Products Through AI Technology
In 2024, Sanrio introduced a new system to strengthen its countermeasures against infringing products and optimize operational processes.
This system adopts a human-in-the-loop model that combines AI technology with analytical support from specialist analysts deployed in key markets such as China, Europe, and the United States. It has achieved significant results in brand protection across the targeted marketplaces.
By removing infringing products from the market, we protect the market share of authentic products and safeguard the business environment for licensing partners. Going forward, we will further advance initiatives leveraging AI technology and continue to pursue highly effective brand protection.
Enforcing Our Rights Through Public-Private Cooperation
As a central pillar of Sanrio’s global IP protection framework, we work in close cooperation with enforcement authorities in approximately 70 countries and regions, including customs authorities, police, and administrative agencies with enforcement powers, to implement strategic measures. This cooperation with government agencies in approximately 70 countries and regions enables Sanrio to protect its rights on a scale it could not achieve alone. An enforcement framework spanning every stage of manufacturing, distribution, and sales serves as a powerful deterrent by eliminating sources of infringing products and preserving the market value of authentic products.
Infringing products seized by law enforcement authorities in China
Criminal enforcement operation in Peru
Event to destroy infringing products in Thailand
Combating Character Hijacking: Measures Against Bad Faith Filings and Results
Sanrio has established a comprehensive system for the continuous monitoring of third-party trademark applications similar to its own IP rights. Through this global monitoring network, we are able to detect early signs of infringement targeting our characters and respond promptly. In response to bad-faith filings, we employ measures such as opposition and invalidation/cancellation proceedings to address them efficiently and protect our rights thoroughly.
Reinforcing Our Leading Brand Position: Recognition as Well-Known Trademarks
Well-known trademarks may receive enhanced protection beyond the scope of their registered rights and are also subject to focused protection by the relevant administrative authorities. Some of our trademarks have been registered in Japan as defensive marks and are also included in Japan’s list of Well-known Trademarks. In China, some of our trademarks have been included in the national and local Key Trademark Protection Lists across China, and in South Korea, some of our trademarks have also been included in the Korean Intellectual Property Office (KIPO)’s 2024 Reference Collection of Major Misappropriated Trademarks and have received focused protection.
This recognition in Japan, China, and South Korea strengthens our position in taking legal action against counterfeiters and mitigates the risk of long-term damage to our brand.
