Hello Kitty Takes Over the Shelves at Action: A Campaign That Outperformed Expectations
5 FEBRUARY 2026
The first Hello Kitty and Friends x Action campaign has officially wrapped and what a ride it’s been. Together with the team at MPower Brands, we set out to build a campaign that would do more than just generate awareness. The ambition was clear: drive real momentum at the shelf.
From Awareness to Real Retail Impact
The campaign was designed to engage kids and families while tapping into the collectibility of the Hello Kitty and Friends Blind Boxes and lifestyle products from multiple licensees. And while the digital performance was already strong, the real story unfolded in-store.
With a reach of over 2 million people, around 40% above forecast, and an engagement rate well above the typical Instagram benchmark, the campaign clearly resonated online.
But the most compelling results came from retail performance.
What Happened In-Store?
When comparing the pre-campaign period with the activation waves, we saw a clear uplift in sell-through across multiple markets:
During the first lifestyle wave, sell-through increased by up to +37%
During the Blind Box activation, peaks reached as high as +85% above baseline
Of course, retail performance is influenced by multiple factors, especially during the holiday season. That said, the timing of these spikes closely aligned with the campaign activations.
This strongly suggests that the combination of product, storytelling, and influencer activation connected with exactly the right audience.
A Top-Performing Campaign
Within four years of running licensing campaigns with Action, this activation now ranks among the top-performing campaigns alongside successful collaborations featuring Peppa Pig and Stitch.
A clear validation that strong IP, smart distribution, and the right marketing mix can truly drive results.
And We’re Just Getting Started
The momentum doesn’t stop here.
In mid-March, we’re launching the next campaign wave, once again supporting Hello Kitty and Friends at Action. With new Blind Boxes and a fresh lifestyle activation, we’re building on the success of this first chapter.
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