Sanrio Company, Ltd. announced the launch of its first in-house game brand, Sanrio Games.
As its first title, the party game Sanrio Party Land for Nintendo Switch and Nintendo Switch 2 will be released simultaneously worldwide in fall 2026.
Sanrio's First In-House Game Brand Sanrio Games Begins
PR TIMESSanrio has launched its first game brand featuring in-house publishing, Sanrio Games!
Under the vision of “One World, Connecting Smiles. (Bringing smiles to as many people as possible and spreading the circle of happiness throughout the world.)”, the brand will develop a world unique to Sanrio while linking with existing merchandise and theme parks.
As a new touchpoint connecting characters and fans around the world, the company reportedly plans to release approximately 10 titles over the next three years!
First Title Sanrio Party Land Release Confirmed! Enjoy a Party Game in the World of Sanrio
PR TIMES
The first title under this brand is the party game Sanrio Party Land for Nintendo Switch and Nintendo Switch 2.
The game is set in a town where many Sanrio characters live.
Users can create an original avatar and enjoy mini-games and board games together with Sanrio characters!
This title is a party game for Nintendo Switch and Nintendo Switch 2, and is scheduled for a simultaneous worldwide release in fall 2026.
Check the Sanrio Games official website for further news on detailed game content and the release date!
The Appeal of the First In-House Game Brand Sanrio Games
PR TIMESWith the newly launched Sanrio Games, Sanrio itself will become the primary entity for planning and development, making it possible to provide a game experience that deeply reflects the characters' worldviews.
Additionally, it links with various content such as Sanrio's membership service "Sanrio+" as well as Sanrio Shops and theme parks.
The development of new game services that connect the real and digital worlds is expected!
Comment from Tomokuni Tsuji, President and CEO
Sanrio Official websiteGuided by our philosophy of “Minna Nakayoku” (Getting Along Together), Sanrio has brought smiles to people around the world through more than 450 original characters. To date, we have expanded our entertainment business through merchandise, licensing, theme parks and more. We will open up a new path with the launch of our self-produced game brand Sanrio Games. By creating new opportunities for fans and partners worldwide to engage with Sanrio IP through games as a new entry point, we will enhance our corporate value as a global IP platform provider and deliver smiles to even more people.
Comment from Kosuke Hamasaki, Managing Executive Officer
Sanrio Official WebsiteSince announcing our own investment in the game business in May 2024, we have been strengthening our organization, partnerships, and investment discipline. We are very pleased to announce today the launch of our game brand and its first title. By continuing to offer titles across a variety of genres and linking them with Sanrio’s other assets, we will further expand our IP and establish an earnings foundation over the medium to long term. Going forward, we will deliver game-based entertainment unique to Sanrio to customers around the world through both self-published and licensed titles.
Concept Movie Also Available Now! Check for Further News on Sanrio Games
📣 Official X Account & Website Open 📣
Welcome to the official #SanrioGames account ✨
Follow us for updates on our new games, events, and more! 🎮🎀
Our official website is also open now 🎉
Be sure to check it out 🎶👇 Official Websitehttps://t.co/JExsO6yZ3r#Sanrio pic.twitter.com/bqjQW19EUq
— Sanrio Games Official (@SanrioGames_GL) April 21, 2026
On the Sanrio Games Official YouTube, a concept movie conveying the brand's worldview is available.
Check the Sanrio Games official X (@SanrioGames_GL) and Sanrio Games official website for further news!
