Sanrio, the company behind popular characters like Hello Kitty, Kuromi, and Cinnamoroll, has officially announced its new gaming label titled Sanrio Games. The announcement is marking its entry into the gaming space, including mobile platforms.
While the debut title, Sanrio Party Land, is set to launch on Nintendo Switch and Switch 2 in Fall 2026, the bigger picture goes beyond just this one title.
From what’s been shared, Sanrio is planning a multi-platform push, with future titles expected across smartphones, PC, and consoles. The company is aiming to release around 10 games in the next three years, by March 2029, as per the fiscal year, with multiple projects already confirmed to be in development.
As mentioned in their official statement, this move is part of Sanrio’s plan to evolve into a “global IP platform provider.” The company also said its games will tie into the plans, such as Sanrio+ membership, retail stores, and theme parks.
Sanrio characters and IPs have appeared in games and were released as games before, including the successful multi-platform title Hello Kitty Island Adventure, but those projects were largely handled through licensing partnerships.
This new label changes that direction. Instead of only licensing its characters to other developers like before, the company now wants to handle publishing and planning more directly.
Sanrio isn’t just about Hello Kitty; it has built over 450 character IPs around a simple idea of “everyone getting along,” which is why its characters connect so easily across age groups and regions. With its newer vision of becoming a global IP platform, stepping into gaming is a win for them as well as the audience.
For now, details on the other titles, especially mobile, are still under wraps. However, announcing their ambitions for the future is a good move, and we can expect more announcements once the debut game has been launched.
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