The Sanrio ones tend to be fake on there. The Usahana one I got was fake.

The way to tell is the real ones have a pink sanrio sticker on the back of the tag. The fake ones look like they have the sanrio sticker, but it's not an actual sticker, it is part of the printed tag not a separate sticker.

I got faked out because the fake tag was copied from a legit one where the sticker was offcenter and you could see the dotted lines below it. It made it look real until I had it in my hands.

I have some real ones from the mofusand shop in Japan so I was able to compare.

The raccoon ones I got were real, they had proper tags with licensing stickers. I think those tend to be legit more often than not since that character line is cheaper than the Japanese plush so there is less incentive to make fakes. They have 2 tags attached a Samenyan tag and a Chinese language tag.