Sanrio launches self-published Sanrio Games label

Sanrio has launched a new game brand, “Sanrio Games,” as part of its self-publishing initiative. The first title, a party game for Nintendo Switch/Nintendo Switch 2 titled “Sanrio Party Land,” is slated for a simultaneous global release in fall 2026.

Over the next three years, Sanrio plans to release around 10 titles under the Sanrio Games label, establishing a new touchpoint that connects its character IP with fans worldwide.

Inspired by the company’s vision “One world, connecting smiles,” Sanrio aims to create its own unique, integrated, experience-based value by linking games with existing assets such as merchandise and theme parks, rather than treating them as standalone entertainment.

Guided by its philosophy of “Minna Nakayoku” (Getting along together), Sanrio has created more than 450 IPs, including Hello Kitty. In May 2025, the company announced its 10-year long-term vision, “Lighting the way to bring smiles to all,” signalling its evolution into a “Global IP Platform Provider.” Its game business is one of the core pillars supporting this vision.

Under the Sanrio Games brand, the company will enter the global game market by leading planning and development in-house. By creating new ways for users to experience Sanrio, it aims to further boost recognition and affinity for existing characters, promote new characters, and deepen customer engagement.

Sanrio will enter the global game market under the Sanrio Games brand, taking the lead in planning and development. By creating new ways for users to experience Sanrio, the company aims to further enhance recognition and affinity for its existing characters, promote new characters, and deepen customer engagement.

Through the self-published scheme, Sanrio will strategically design a combination of initiatives, including the development of games utilising a wide range of Sanrio characters, the design of gameplay experiences that deeply reflect each character’s world, and the development of games across diverse genres. The company will also explore the development of new IP originating from games, further expanding the Sanrio IP universe with games at the core.

Bridging the physical and the digital

In addition, by linking games with Sanrio’s existing assets, including its membership service Sanrio+, retail shops, and theme parks, the company will introduce new services that connect the physical and digital worlds. Through this, Sanrio will expand its business portfolio, build a foundation for sustainable growth, and create value through new entertainment experiences.

To amplify awareness, Sanrio has released a promotional video showcasing the world of Sanrio Games. The video illustrates the company’s vision of using games as a new entry point to increase opportunities for people around the world to engage with Sanrio characters and services, creating as many smiles as possible and extending the circle of happiness even further.

The first title from Sanrio Games, Sanrio Party Land, will launch in fall 2026 as a console game for Nintendo Switch/Nintendo Switch 2. Set in a town filled with beloved Sanrio characters, the game lets players create original avatars and enjoy mini-games and board games together with the characters. It is planned for a simultaneous global release, with further details on content and the exact release date to be announced.

Tomokuni Tsuji, president and chief executive officer, Sanrio Company, said, "Guided by our philosophy of 'Minna Nakayoku' (Getting along together), Sanrio has brought smiles to people around the world through more than 450 original characters. To date, we have expanded our entertainment business through merchandise, licensing, theme parks and more."

"We will open up a new path with the launch of our self-produced game brand Sanrio Games. By creating new opportunities for fans and partners worldwide to engage with Sanrio IP through games as a new entry point, we will enhance our corporate value as a global IP platform provider and deliver smiles to even more people," Tsuji added.

Kosuke Hamasaki, managing executive officer, Sanrio Company, added, "Since announcing our own investment in the game business in May 2024, we have been strengthening our organisation, partnerships, and investment discipline. We are very pleased to announce today the launch of our game brand and its first title. By continuing to offer titles across a variety of genres and linking them with Sanrio’s other assets, we will further expand our IP and establish an earnings foundation over the medium to long term. Going forward, we will deliver game-based entertainment unique to Sanrio to customers around the world through both self-published and licensed titles.

This comes as the global game market reached ¥31 trillion in 2024, reflecting Sanrio's position as a highly engaging form of entertainment. To date, numerous game titles featuring Sanrio characters have been released globally through licensing agreements, and Sanrio will continue to expand these licensing initiatives. At the same time, as a new touchpoint to connect directly with customers worldwide through the IPs it develops, Sanrio will launch a game brand under its own publishing initiative to further expand its entertainment offerings.

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