Sanrio launches self-publishing label Sanrio Games

Sanrio, the company best known for the Hello Kitty brand, has launched a self-publishing initiative fittingly called Sanrio Games.

Announced earlier today via a press release, Sanrio said it plans to release "approximately 10 titles" over the next three years to create a "new touchpoint connecting its character IP with fans around the world."

The first one is called Sanrio Party Land (Japanese title), a party game set to launch on the Switch and Switch 2 as a simultaneous global release in fall 2026. The company aims to create its own "unique, integrated, experience-based value" by linking games with existing assets, including theme parks and merchandise, rather than "treating them as standalone entertainment."

While Sanrio says it will continue to expand on its existing licensing initiatives, mentioning that numerous games have featured Sanrio characters in the past, the company sees its game business as one of its "core pillars" to support a 10-year vision to become a "global IP platform provider."

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This core pillar will have the company exploring the development of new IP originating from games, expanding Sanrio's IP catalog with games at the forefront. These efforts have been in the works since May 2024, when the company announced its mid-term management plan to invest in games in-house. Since then, Sanrio says it has actively recruited specialized talent, built collaborative frameworks with proven partners, and established an investment discipline.

"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," managing executive officer Hosuke Hamasaki said in the announcement. "Going forward, we will deliver game-based entertainment unique to Sanrio to customers around the world through both self-published and licensed titles."