Sanrio Launches First In-House Game Studio

Sanrio, the Japanese company behind Hello Kitty and other beloved characters, announced on Tuesday the launch of its first in-house video game studio, Sanrio Games, as part of an effort to develop original titles and expand its global fanbase.

The studio, based in Tokyo, plans to release 10 games over the next three years, ending in March 2027. Sanrio has allocated up to 10 billion yen, approximately $63 million, for development and marketing during this period. Previously, Sanrio characters have featured in video games developed by third-party studios, including the successful 2023 release Hello Kitty Island Adventure. With Sanrio Games, the company aims to create immersive experiences that highlight the whimsical worlds of its franchises, such as Hello Kitty, Cinnamoroll, and Kuromi.

The first title, Sanrio Party Land, is scheduled for release in fall 2026 on the Nintendo Switch and the upcoming Nintendo Switch 2. Described as a party game set in a vibrant town populated by Sanrio characters, it will allow players to create custom avatars and participate in more than 45 minigames alongside over 145 characters. A second game is slated for March 2027, though details remain...