Sanrio Games, a new games publishing brand established by Hello Kitty intellectual property owner Sanrio, has announced Sanrio Party Land, a party game coming to Switch 2 and Switch this fall worldwide.
Set in a town of many Sanrio characters, the game allows users to create their own avatar and play mini-games and board games together. Further information about the game will be announced at a later date.
In addition to Sanrio Party land, Sanrio Games plans to release another title this fiscal year, and approximately 10 titles by March 2029.
Here is an overview of the brand, via its official website:
Background Behind the Launch of the Game Brand
Guided by its founding philosophy of Minna Nakayoku (or “Getting Along Together”), Sanrio has created more than 450 character IPs, including Hello Kitty. In May 2025, Sanrio announced its long-term vision, “A lighthouse guiding everyone to smiles,” and set out to evolve into a global IP platformer. One of the core pillars supporting this vision is its game business.
To date, many games featuring Sanrio characters have been released globally through licensing partnerships. While Sanrio will continue to expand these initiatives, it is also launching a self-published game brand as a new way to connect its IP directly with customers around the world, further broadening and enriching its entertainment experiences.
The World of Sanrio Games
Under the Sanrio Games brand, Sanrio will take a leading role in planning and development as it enters the global gaming market.
Through self-publishing, Sanrio will strategically design a diverse range of game experiences, from titles featuring a wide variety of characters to games that deeply reflect each character’s unique world, as well as projects across multiple genres. Looking ahead, Sanrio will also explore the creation of new IP originating from games, expanding its IP universe with gaming at its core.
In addition, by linking games with Sanrio’s existing services, such as its membership program Sanrio+, retail shops, and theme parks, Sanrio will create new forms of entertainment value and experiences.