Sanrio launches its first game brand, Sanrio Games!
The first title is scheduled for a worldwide release in autumn 2026.
Sanrio launches its first game brand, Sanrio Games!
The first title is scheduled for a worldwide release in autumn 2026.
Sanrio Co., Ltd. (Head Office: Shinagawa-ku, Tokyo; President: Tomokuni Tsuji; hereinafter "Sanrio") has announced the launch of its self-published game brand, Sanrio Games. The brand's first title, the party game Sanrio Party Land for Nintendo Switch and Nintendo Switch 2, is scheduled for a simultaneous global release in autumn 2026. As a new way of connecting Sanrio's character IP with fans around the world, Sanrio Games plans to release around ten titles over the next three years.
Sanrio Games Key Visual
Background to the Launch of the Game Brand
Guided by its founding philosophy of "Getting Along Together", Sanrio has created more than 450 IPs, including Hello Kitty. In May 2025, the company announced its long-term vision, "A Lighthouse Guiding Everyone to Smiles", and outlined its evolution into a global IP platformer. The games business is one of the key pillars supporting this vision.
To date, many game titles featuring Sanrio characters have been released globally under licensing agreements. While these licensing initiatives will continue to expand, the company is launching its own publishing label as a new way of connecting its character IP with fans around the world, further broadening its entertainment experiences.
The World of Sanrio Games
Sanrio will enter the global games market under the "Sanrio Games" brand, taking a leading role in both planning and development.
Through self-publishing, the company will not only develop games featuring a wide range of Sanrio characters, but also design gameplay experiences that reflect each character's unique world, while exploring a variety of genres. These elements will be strategically combined and managed in-house. In addition, Sanrio will explore the creation of new IP originating from games, further expanding its IP portfolio through game-driven initiatives.
By linking games with Sanrio's existing services, including its membership service, "Sanrio+", retail shops and theme parks, the company aims to create new forms of entertainment.
