Hello Kitty owner Sanrio launches its own video game publishing label

In April 2026, Sanrio, the creator of the iconic Hello Kitty, made a bold move by launching its own game publishing label, Sanrio Games.

This initiative is a major part of the company's 10-year vision to connect its 450+ characters with fans globally.

By investing ¥10 billion into this project, Sanrio is moving beyond simple licensing to take control of its own creative process.

Instead of standalone games, the company aims to link digital titles with physical theme parks and its Sanrio+ membership program.

The debut title, Sanrio Party Land, is a multiplayer party game coming to the Nintendo Switch and Switch 2 in fall 2026.

Featuring over 145 characters, this game allows players to create avatars and enjoy mini-games in a digital town.

Sanrio plans to release roughly 10 titles by March 2029, following a growing trend among Japanese media companies to internalize game production.

This strategy marks a significant evolution for the company as it positions itself as a global IP platform provider, ensuring its beloved characters continue to bring smiles to fans everywhere through interactive, digital experiences.