Sanrio launches game brand “Sanrio Games,” expanding its in-house IP games globally

Sanrio has launched its first in-house game brand, Sanrio Games, marking a direct push into game publishing.

Its first title, a Sanrio character party game, is set for a global release in fall 2026 on Nintendo Switch 2.

The company plans to release about 10 titles over the next three years, aiming to expand its IP reach and create new characters.

Sanrio also wants to link games with real-world promotions and its Sanrio+ service to open new revenue streams.