April 23, 2026
TOKYO – Sanrio Co. plans to release a video game worldwide starting this autumn, the company announced on Tuesday. The game, the first ever developed by the company in-house, is meant to capitalize on the company’s characters to expand its intellectual property business.
The company’s gaming brand is called Sanrio Games. This will mark the first time that the company has sold games under its own brand, although games featuring Sanrio characters such as Hello Kitty have previously been released under licensing agreements.
The first title, a party game titled “Sanrio Party Land,” will be released as software for Nintendo Co.’s Nintendo Switch and Nintendo Switch 2. It will feature over 45 mini-games starring more than 145 characters, including Hello Kitty, and is primarily targeted at families and younger audiences.