Sanrio launches new gaming division

On April 21, 2026, the legendary Japanese entertainment company Sanrio announced a major shift by launching its own in-house gaming brand, Sanrio Games.

Historically, Sanrio relied on licensing its famous characters like Hello Kitty to third-party developers, but this new venture marks its first move into self-publishing and direct development.

With a strategic investment of approximately ¥10 billion, Sanrio aims to produce 10 original titles by 2029.

This effort is designed to expand the company's global reach, specifically targeting new demographics such as adult men.

The debut title, Sanrio Party Land, is set for a worldwide release in the fall of 2026 for the Nintendo Switch.

Featuring over 145 iconic characters and 45 mini-games, the title allows players to create personalized avatars to explore a virtual world.

CEO Tomokuni Tsuji believes that becoming an active player in the interactive gaming market is essential for long-term growth and brand control.

By moving beyond simple licensing, Sanrio joins a growing trend of Japanese companies taking charge of their own digital narratives and revenue streams in the competitive global market.