Sanrio launches new gaming division
三麗鷗成立全新遊戲部門
On April 21, 2026, the legendary Japanese entertainment company Sanrio announced a major shift by launching its own in-house gaming brand, Sanrio Games.
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」。
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.
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。
With a strategic investment of approximately ¥10 billion, Sanrio aims to produce 10 original titles by 2029.
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。
This effort is designed to expand the company's global reach, specifically targeting new demographics such as adult men.
此舉旨在擴大公司的全球版圖，特別是鎖定成年男性等新興客群。
The debut title, Sanrio Party Land, is set for a worldwide release in the fall of 2026 for the Nintendo Switch.
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。
Featuring over 145 iconic characters and 45 mini-games, the title allows players to create personalized avatars to explore a virtual world.
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。
CEO Tomokuni Tsuji believes that becoming an active player in the interactive gaming market is essential for long-term growth and brand control.
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。
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.
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。
