Sanrio Launches Exciting New Game Brand 'Sanrio Games' in 2026

Sanrio Games: A New Era for Gameplay

Sanrio, a beloved brand known for its iconic characters, is embarking on an exciting journey with its new game publishing brand, Sanrio Games. Set to launch in Fall 2026, the first title, Sanrio Party Land, will be available globally for the Nintendo Switch and Nintendo Switch 2. This marks a significant moment in the company's evolution, aiming to create deeper connections between its character IPs and fans around the world.

Background of Sanrio Games

Founded on the principle of “Everyone is Friends,” Sanrio has brought to life over 450 character IPs, most notably Hello Kitty. In May 2025, Sanrio announced its long-term vision to become a “Global IP Platformer.” A vital component of this vision is the expansion into the gaming industry. The gaming market is booming, with estimates suggesting a global market size of over ¥31 trillion by 2024, indicating a high level of engagement and interest in the entertainment sector.

Historically, fans have enjoyed various games featuring Sanrio characters through licensing deals. However, the launch of Sanrio Games allows the company to publish its titles, offering a more direct engagement with its audience while also maintaining its traditional licensing approach.

Value Proposition of Sanrio Games

Under the Sanrio Games banner, the company will drive its game design and development, focusing on creating unique gaming experiences that allow fans to engage with their favorite characters like never before. By establishing this brand, Sanrio aims to improve customer engagement and promote both existing and new characters.

Self-publishing means that Sanrio can strategically harness different beloved characters in game development, designing experiences that reflect each character's world. Plans include exploring IP development stemming from these games, broadening the reach of the Sanrio brand through entertaining gameplay.

Additionally, the integration of existing assets, such as the Sanrio+ membership service and various Sanrio shops and theme parks, will create a bridge connecting the physical and digital realms, offering a fresh service experience and enabling a sustainable growth foundation.

Future Growth Plans

In May 2024, Sanrio outlined its mid-term management strategy, focusing on self-investment in gaming and multiple title developments. This strategy involves hiring specialized personnel and developing collaborations with experienced partners. Multiple titles are currently in pre-production and full development stages, paving the way for a robust portfolio.

Sanrio’s first title, Sanrio Party Land, will allow players to create unique avatars and participate in mini-games and board games alongside their favorite characters in a vibrant urban setting. This exciting title is set to launch simultaneously worldwide in Fall 2026, and fans can expect periodic updates regarding gameplay details and additional titles lined up for release.

Messages from Sanrio Leadership

President, Tomokuni Tsuji, expressed excitement over launching Sanrio Games. He emphasized how the brand will open new avenues for fans to experience Sanrio IP through gaming, enhancing the company's value as a global entertainment provider.

Executive Officer, Kousuke Hamazaki, shared insights about the development and organizational efforts that have gone into this project, reinforcing the commitment to provide a wide range of titles while expanding the Sanrio IP network.

Brand Concept Movie Unveiling

Sanrio has also unveiled a brand concept movie for Sanrio Games, capturing the essence of its mission to connect with a global audience through gaming. The video emphasizes the goal of spreading smiles everywhere, showcasing how gaming will serve as an accessible gateway to the vibrant world of Sanrio.

As Sanrio embarks on this thrilling new chapter, it aims to continue delivering joy and happiness, one game at a time. Fans should keep an eye out for further announcements regarding the Sanrio Games initiative as it unfolds its engaging offerings in the upcoming years.

Official Sanrio Games Site
Follow sanriogames on Twitter
Watch Sanrio Games on YouTube

Source: Famitsu Game White Paper 2025