Sanrio Starts Its Own Game Lineup

Sanrio is stepping into the world of video games by launching a new brand called Sanrio Games. Before this, the company let other developers use its characters in many games. Now it will plan and build some of those titles itself while still giving out licenses to others. The goal is to release about ten games in the next three years. This move follows a plan announced earlier this year, which calls for Sanrio to become a global platform for its many ideas and stories.The company owns more than 450 different characters, like Hello Kitty, and wants games to bring fans closer. Each game will mix the character’s special style into the play, creating a unique feel. Sanrio also thinks games can start new projects. They will connect the titles with other services such as a membership club, online stores and theme parks. The first game under this brand is Sanrio Party Land, a party‑style title for Nintendo Switch and its newer version. It will arrive in the fall of 2026, marking Sanrio’s first step as a game creator.