Hello Kitty Creator Sanrio Launches Its Own Game Brand, Plans 10 Titles by 2029
- Sagar Mankar
- Apr 22
- 2 min read
Sanrio, the company behind Hello Kitty, Kuromi, and Cinnamoroll, has officially announced the launch of its dedicated game label, Sanrio Games, on April 21, 2026.
The first title under this new label is Sanrio Party Land, a party game set in a colorful town filled with beloved Sanrio characters. Players can create their own custom avatar and take part in minigames and board games alongside familiar faces from the Sanrio universe.
The game is set for a simultaneous worldwide release on Nintendo Switch systems in fall 2026.
Sanrio Party Land is just the beginning. According to Sanrio's announcements, the company has several other projects currently in pre-production or full development. Here is what we know so far about their roadmap:
Another unannounced console title is planned to launch within the current fiscal year (April 2026 to March 2027)
The company aims to release a total of 10 titles by March 2029
Details on each game, including Sanrio Party Land's full gameplay breakdown and individual release dates, will be revealed gradually over time
Sanrio has been on a serious expansion run lately. The brand saw global success with its 2025 Netflix anime My Melody & Kuromi, and a Hollywood-produced Hello Kitty movie is already confirmed for a worldwide release in 2028. Entering the video game market now looks like a natural next step in growing its IP presence on a global scale.
What makes this move even more interesting is the timing. On the very same day Sanrio made its announcement, Toei Company, the powerhouse studio behind One Piece and Dragon Ball Z, also revealed its own plans to enter the gaming business. This is part of a broader trend in Japan, where major entertainment companies are staking their claims in the gaming space. Manga giant Shueisha had already established Shueisha Games, and retailer Parco followed with the launch of Parco Games.
Toho, the legendary film studio behind the Godzilla franchise, has also recently announced plans to strengthen its gaming presence. Much like Sanrio, Toho aims to base its gaming strategy on its well-known intellectual properties.
