Sanrio Launches In-House Gaming Division, Sanrio Games

Sanrio, the renowned creator of Hello Kitty, has unveiled its new self-publishing gaming brand, Sanrio Games, with plans to develop and release ten games over the course of the next three years. Several titles are reportedly already in development or pre-production stages, according to Bloomberg. The inaugural game, Sanrio Party Land, is slated for release in autumn 2026 for the Nintendo Switch and Nintendo Switch 2, followed by a second title in March 2027. Sanrio intends to invest approximately ¥10 billion ($62.9 million) in development and marketing efforts during this period, as reported by Bloomberg, which also states that at least six upcoming titles are in the pipeline. By taking the reins on planning and development, Sanrio Games seeks to establish new intellectual properties and expand its portfolio through in-house management. The decision to launch Sanrio Games marks a new approach for the company, which has previously relied on licensing agreements for game development. "While we will continue to pursue licensing opportunities, the launch of our own publishing label allows us to forge a more direct connection with fans worldwide, enriching our entertainment offerings," Sanrio stated. Sanrio CEO Tomokuni Tsuji expressed his enthusiasm for the venture, noting that games offer a prime opportunity to introduce a broader range of characters to the North American market, which is expected to significantly benefit the company's licensing business. Sanrio is not alone in its pursuit of in-house game development, as Toei Company has also recently established Toei Games to create new IP for Steam and home consoles.