Sanrio Starts Its Own Game Lineup

Sanrio is stepping into the world of video games by launching a new brand called Sanrio Games.

What’s Changing?

• From Licensing to Creation
  Previously, Sanrio let other developers use its beloved characters in games. Now the company will plan and build titles itself, while still offering licenses to third‑party studios.

• Ambitious Release Schedule
  The goal is to launch about ten games in the next three years, expanding its digital footprint.

Why It Matters

Sanrio, owner of over 450 characters—including Hello Kitty—is aiming to become a global platform for its stories and ideas. Games are seen as a bridge that brings fans closer to the brand’s universe.

• Each title will weave a character’s unique style into gameplay, giving every game a distinct feel.
• New projects can spring from successful games, creating cross‑media synergies.

Cross‑Platform Synergy

Sanrio plans to connect its games with:

• A membership club
• Online stores
• Theme parks

This integrated approach aims to deepen fan engagement across multiple touchpoints.

First Release: Sanrio Party Land

• Platform: Nintendo Switch (and upcoming version)
• Genre: Party‑style
• Release Date: Fall 2026

Sanrio Party Land marks Sanrio’s inaugural step as a game creator, setting the stage for a broader entertainment ecosystem.