Sanrio Launches “Sanrio Games” Brand, Announces First Title Sanrio Party Land for Global Release on Nintendo Switch

On April 21, Sanrio announced the launch of its new self publishing game brand, “Sanrio Games.” As its first title, the company revealed Sanrio Party Land, a party game scheduled for release this fall on Nintendo Switch and Nintendo Switch 2.

Previously, Sanrio expanded into gaming primarily through licensing agreements. With this new initiative, the company will now take a central role in planning and development, positioning itself as an active participant in the global gaming market. This move aligns with its long term vision announced in May last year, “One World, Connecting Smiles,” which aims to transform Sanrio into a global IP platformer.

Sanrio plans to leverage its portfolio of more than 450 intellectual properties, including globally recognized characters such as Hello Kitty, to create new forms of entertainment and deepen engagement with fans worldwide.

Expanding Sanrio IP Through Games

Through self publishing, Sanrio will strategically design and develop games that fully reflect the unique worlds of its characters while exploring a wide range of genres. The company is also considering the creation of new IP originating from games, further expanding its brand ecosystem.

Over the next three years, Sanrio aims to release approximately ten titles under the “Sanrio Games” label, establishing a strong presence in the gaming industry.

First Title: Sanrio Party Land

Sanrio Party Land is a party game for Nintendo Switch and Nintendo Switch 2. Set in a vibrant town populated by various Sanrio characters, players can create their own custom avatars and enjoy mini games and board games alongside familiar characters.

The title is planned for a simultaneous worldwide release. Further details regarding gameplay and the official release date will be announced at a later time.

Executive Comments on Sanrio Games

President and CEO Tomokuni Tsuji
“Under our corporate philosophy of ‘Minna Nakayoku’ meaning everyone getting along together, Sanrio has delivered smiles around the world through more than 450 original characters. Until now, we have expanded our entertainment business through merchandise, licensing, and theme parks. With the launch of our in house game brand ‘Sanrio Games,’ we are opening a new path forward.

By providing a new entry point through games for fans and partners worldwide to engage with Sanrio IP, we aim to enhance our corporate value as a global IP platformer and bring smiles to even more people.”

Senior Executive Officer Kosuke Hamasaki
“Since announcing our own investment in the game business in May 2024, we have been steadily developing our organization, talent, partnerships, and investment discipline. Today, we are very pleased to announce the launch of our game brand and its first title.

By continuously delivering titles across a variety of genres while linking them with other Sanrio assets, we will further expand Sanrio IP and establish a stable revenue foundation for our game business over the medium to long term. Moving forward, we will deliver uniquely Sanrio style entertainment to the world through both in house publishing development and licensed titles.”

Source : ORICON NEWS