Sanrio launches self-publishing label Sanrio Games
Sanrio, the company behind the Hello Kitty brand, has launched Sanrio Games, a new self-publishing label dedicated to developing and publishing video games. The publisher plans to release approximately ten titles over the next three years, supported by an investment of roughly ¥10 billion ($62.9 million) in development and marketing.
The first game under the Sanrio Games label is Sanrio Party Land, a party game scheduled for simultaneous global release in fall 2026 on Nintendo Switch and Nintendo Switch 2. A second title is expected to arrive in March 2027, with several additional games already in development or pre-production.
Sanrio’s strategy emphasizes creating integrated, experience-based value rather than treating games as standalone entertainment. The publisher plans to link its gaming offerings with existing assets, including Sanrio theme parks and merchandise, establishing games as a new touchpoint for connecting the company’s character IP with fans worldwide. The initiative will operate alongside Sanrio’s existing licensing programs.