Hello Kitty Creator Sanrio Launches Its Own Game Publishing Label

Japanese entertainment company Sanrio has officially announced a massive expansion into the self-published video game market.

The creator of Hello Kitty is launching a dedicated internal label titled “Sanrio Games” alongside its debut project, “Sanrio Party Land”.

Sanrio was founded in 1960 and has since grown into a global licensing juggernaut.

The corporation is famous for its cute aesthetic, popularizing iconic characters like Kuromi, Cinnamoroll, and Pompompurin worldwide.

This ambitious publishing venture aims to connect the global fanbase directly with the brand’s expansive catalog of over 450 original characters.

Historically, the company has licensed its properties out to external studios for video game adaptations.

Taking development in-house gives the brand much tighter control over how these beloved mascots are represented in the gaming space.

The upcoming debut title is scheduled for a simultaneous global release in the fall of 2026.

Players will be able to enjoy the vibrant digital world on both the Nintendo Switch and the Nintendo Switch 2 consoles.

“Sanrio Party Land” is designed as a multiplayer party experience where fans can create custom avatars to interact with the massive roster of mascots.

The gameplay will feature a wide variety of cooperative and competitive mini-games alongside digital board games to enjoy with friends.

Executives plan to rapidly expand this new division, with roughly ten new video games scheduled to release through the label before March 2029.

A second unannounced game is also set to launch before the end of the current financial year, which ends in early 2027.

The company intends to deeply integrate these new digital experiences with its physical assets, linking in-game elements with real-world merchandise, theme park visits, and the “Sanrio+” membership app.

Sanrio President and CEO Tomokuni Tsuji shared his hopes that this interactive gateway will bring smiles to more people and elevate the company’s value as an entertainment platform.

A brand new concept trailer outlining the company’s gaming vision has been released via the official Sanrio Games YouTube channel: