Sanrio Co., Ltd. announced the launch of a new game brand, “Sanrio Games” under its self-publishing game initiative.

The first title, a party game for Nintendo Switch/Nintendo Switch 2 titled “Sanrio Party Land” (Title for Japan; overseas title to be announced), is set for a simultaneous global release in fall 2026. Sanrio plans to release approximately 10 titles from Sanrio Games over the next three years as a new touchpoint connecting its character IP with fans around the world.

Background and Strategic Vision Guided by its philosophy of “Minna Nakayoku” (Getting Along Together), Sanrio has created more than 450 IPs, including Hello Kitty. In May 2025, the company announced its 10-year long-term vision, “Lighting the Way to Bring Smiles to All,” positioning itself as a “Global IP Platform Provider”. The global game market, which reached ¥31 trillion in 2024, is a core pillar of this evolution.

Value Proposition of Sanrio Games

Under the Sanrio Games brand, the company will lead planning and development to:

• Deepen Engagement: Design gameplay experiences that deeply reflect each character’s world across diverse genres.
• Integrated Value: Link games with existing assets like merchandise, retail shops, and theme parks to connect physical and digital worlds.
• New IP Development: Explore the creation of new IP originating directly from games.

Future Business Plans Sanrio has been strengthening its organization and partnerships since announcing its investment in house in May 2024.

• Release Schedule: Following the first title in fall 2026, a second title is slated for release by the end of March 2027.
• Long-term Goal: Approximately 10 titles are planned through March 2029.

About the First Title: Sanrio Party Land Set for a global release in fall 2026, Sanrio Party Land is a console game where players can create original avatars and enjoy mini-games and board games together with Sanrio characters in a dedicated town environment.

Executive Messages

Tomokuni Tsuji, President and CEO, and Kosuke Hamasaki, Managing Executive Officer, expressed their enthusiasm:

“By continuing to offer titles across a variety of genres and linking them with Sanrio’s other assets, we will further expand our IP and establish an earnings foundation over the medium to long term.”

Sanrio has also released a promotional video illustrating its vision of using games as a new entry point to create smiles worldwide.