Hello Kitty’s parent company to develop its own video games

April 21, 2026 / 12:30 PM

Sharjah24 - AFP: Seeking to attract new audiences, Sanrio announced on Tuesday the launch of a dedicated video games division, aiming to release 10 original titles over the next three years. The move marks a shift from previous games featuring Hello Kitty and other characters, which were developed by third-party studios.

Hello Kitty, first introduced as an illustration on a 1970s vinyl coin purse, has become a global symbol of Japan’s “kawaii” (cute) culture.

Expanding audience and strategy

CEO Tomokuni Tsuji said the company aims to broaden its appeal, particularly to new demographics such as boys and adult men. Sanrio plans to invest up to 10 billion yen ($63 million) in its gaming operations through March 2027, highlighting the importance of the sector.

“Video games are a very big market. People spend a long time on games,” Tsuji said, noting the company’s intention to establish a strong presence in the industry.

First title and features

The first original title, “Sanrio Party Land,” is set for release on Nintendo Switch and Switch 2 consoles by autumn. The game will feature over 45 mini-games and include more than 145 Sanrio characters, led by Hello Kitty alongside Cinnamoroll and Kuromi. Further details, including pricing and exact release date, will be announced later.

Global brand and future outlook

Unlike narrative-driven franchises such as Pokemon or Dragon Ball, Hello Kitty has minimal storyline and is known for its distinctive design, including its lack of a mouth. The character has appeared on thousands of products and secured collaborations with global brands such as Adidas and Balenciaga.

The brand continues to expand, with a film by Warner Bros. scheduled for release in 2028.