Sanrio launches its first in-house game brand, Sanrio Games! First title "Sanrio Party Land" to be released in Fall 2026.

Sanrio Co., Ltd. has announced the launch of its first in-house game brand, Sanrio Games. The first title, " Sanrio Party Land," a party game for Nintendo Switch and Nintendo Switch 2, will be released simultaneously worldwide in the fall of 2026.

Sanrio Games," Sanrio's first in-house game brand, has been launched.

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Sanrio Games, the first game brand published by Sanrio, has been launched! Sanrio Games is the first game brand to be published in-house by Sanrio. (Spreading the circle of happiness around the world.)" With this vision, Sanrio Games will unfold a world unique to Sanrio, while linking with existing goods and theme parks.

The company plans to release approximately 10 titles over the next three years as new points of contact between the characters and fans around the world!

The first title "Sanrio Party Land" will be released! Let's enjoy party games in the world of Sanrio!

The first title under this brand is " Sanrio Party Land, " a party game for Nintendo Switch and Nintendo Switch 2. The setting is a town where many Sanrio characters live. Users can create their original avatars and enjoy mini-games and board games with Sanrio characters!

This title is a party game for Nintendo Switch/Nintendo Switch 2 and will be released simultaneously worldwide in the fall of 2026. For more information about the game and its release date, check out the official Sanrio Games website!

The appeal of "Sanrio Games," the first game brand of its own

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The newly launched "Sanrio Games" will allow Sanrio to take the lead in planning and development, enabling it to provide game experiences that deeply reflect the worldview of its characters. In addition, the game will be linked with various contents such as Sanrio's membership service "Sanrio+", Sanrio stores, and theme parks. The development of a new game service that connects real and digital worlds is expected!

Comment from Tomokuni Tsujiri, President and Representative Director

Sanrio has brought smiles to people all over the world through more than 450 original characters based on our corporate philosophy of "Everyone is in Good Company". We have been expanding our entertainment business through merchandise sales, licensing, and theme parks, and now we are opening a new path with the launch of our own game brand, Sanrio Games. We will enhance our corporate value as a global IP platformer and bring smiles to even more people's faces by bringing fans and partners around the world into contact with Sanrio IP through the new game portal.

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Comment from Kousuke Hamasaki, Managing Executive Officer

Since announcing our own investment in the game business in May 2024, we have been developing our organization, human resources, partnerships, and investment discipline. Today, we are very pleased to announce the launch of our game brand and our first title to you. By continuing to offer titles in a variety of genres and linking them with other Sanrio assets, we will further expand the Sanrio IP and establish a revenue base for our game business over the medium to long term. We will continue to deliver Sanrio's unique game entertainment to the world through both in-house publishing development and licensed titles.

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A concept movie is now on view! Check out the following news about "Sanrio Games"!

A concept movie showing the brand's worldview is now on view on the official "Sanrio Games" YouTube. For more information, check the official "Sanrio Games" X (@SanrioGames_JP ) and the official "Sanrio Games" website!