Sanrio has announced the launch of Sanrio Games, their own in-house games publishing label, alongside a new game titled Sanrio Party Land.

Sanrio Party Land is in development under Sanrio Games for both Switch and Switch 2 with a release set for sometime this fall.

Here’s a rundown on the new publishing label, plus a teaser video:

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.