Hello Kitty owner Sanrio launches its own video game publishing label
Hello Kitty 母公司 Sanrio 推出自有電子遊戲發行品牌
In April 2026, Sanrio, the creator of the iconic Hello Kitty, made a bold move by launching its own game publishing label, Sanrio Games.
2026年4月，三麗鷗作為指標性角色Hello Kitty的創造者，採取大膽舉措，推出了自有遊戲發行品牌「Sanrio Games」。
This initiative is a major part of the company's 10-year vision to connect its 450+ characters with fans globally.
此倡議是該公司10年願景的重要一環，旨在將其旗下超過450個角色與全球粉絲連結。
By investing ¥10 billion into this project, Sanrio is moving beyond simple licensing to take control of its own creative process.
透過為此項目投入100億日圓，三麗鷗正超越單純的授權模式，轉而掌控自身的創意流程。
Instead of standalone games, the company aims to link digital titles with physical theme parks and its Sanrio+ membership program.
公司目標不再侷限於獨立遊戲，而是致力於將數位遊戲標題與實體主題樂園及其「Sanrio+」會員計畫相互串聯。
The debut title, Sanrio Party Land, is a multiplayer party game coming to the Nintendo Switch and Switch 2 in fall 2026.
首發作品《Sanrio Party Land》是一款多人派對遊戲，預計於2026年秋季在Nintendo Switch與Switch 2上架。
Featuring over 145 characters, this game allows players to create avatars and enjoy mini-games in a digital town.
此遊戲收錄超過145個角色，玩家能在數位城鎮中創造虛擬化身並暢玩各種迷你遊戲。
Sanrio plans to release roughly 10 titles by March 2029, following a growing trend among Japanese media companies to internalize game production.
三麗鷗計畫在2029年3月前發布約10款作品，此舉順應了日本媒體公司將遊戲製作內部的趨勢。
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.
該策略象徵公司重大演進，將自身定位為全球IP平台供應商，確保其深受喜愛的角色能透過互動式數位體驗，持續為世界各地的粉絲帶來歡笑。
