Sanrio is entering the gaming business directly with the launch of its own game brand, 'Sanrio Games.'

While Sanrio has previously licensed its characters for numerous game titles, this new brand marks a shift toward the company taking an active role in planning and development while maintaining its existing licensing model. Sanrio aims to release approximately 10 titles over the next three years.

This brand strategy is rooted in the long-term vision announced in May 2025, titled 'A Lighthouse Leading Everyone to Smiles.' Sanrio has declared its transition into a global IP platformer, positioning the gaming business as a core pillar of this strategy. With over 450 IPs, including Hello Kitty, the company plans to use games as a touchpoint to connect directly with fans worldwide.

Sanrio Games plans to develop titles across various genres by deeply integrating the unique worldviews of its characters into the gameplay. The company is also exploring a structure where games serve as a starting point for IP development. Furthermore, it intends to link these games with existing services, such as the 'Sanrio+' membership program, Sanrio shops, and its theme parks.

Meanwhile, Sanrio has unveiled the key visual for 'Sanrio Party Land,' a party game for Nintendo Switch and Nintendo Switch 2, which will be the first title under the Sanrio Games brand. It is scheduled for release in the fall of 2026.