三麗鷗成立全新遊戲部門
Sanrio launches new gaming division
2026年4月21日，傳奇的日本娛樂公司三麗鷗宣布重大轉型，推出自家遊戲品牌「Sanrio Games」。
On April 21, 2026, the legendary Japanese entertainment company Sanrio announced a major shift by launching its own in-house gaming brand, Sanrio Games.
過往三麗鷗均依賴將Hello Kitty等知名角色授權予第三方開發商，但這次新創舉措標誌著該公司首度邁向自行發行與直接開發。
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.
憑藉約100億日圓的策略性投資，三麗鷗計劃在2029年前打造10款原創作品。
With a strategic investment of approximately ¥10 billion, Sanrio aims to produce 10 original titles by 2029.
首發作品《三麗鷗派對樂園》(Sanrio Party Land)預計於2026年秋季在Nintendo Switch平台全球發行。
The debut title, Sanrio Party Land, is set for a worldwide release in the fall of 2026 for the Nintendo Switch.
該作收錄超過145個經典角色與45款小遊戲，讓玩家能自訂虛擬化身以探索虛擬世界。
Featuring over 145 iconic characters and 45 mini-games, the title allows players to create personalized avatars to explore a virtual world.
執行長辻朋邦認為，成為互動遊戲市場的活躍參與者，對長期增長與品牌控管至關重要。
CEO Tomokuni Tsuji believes that becoming an active player in the interactive gaming market is essential for long-term growth and brand control.
透過超越單純的授權模式，三麗鷗正跟隨著日本企業的發展趨勢，在競爭激烈的全球市場中，主導自身的數位敘事與營收渠道。
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.
