Hello Kitty creator Sanrio is launching a new gaming brand as it looks to monetize its portfolio of popular characters and tap into the fast-growing global games market.
Sanrio Games will incorporate its characters into a party game for Nintendo Switch and Switch 2 formats, the company said Tuesday. Some 10 titles will be released over the next three years, with the first this fall as a console game.
Sanrio’s push into gaming reflects a broader trend among Japanese intellectual property owners to diversify revenue by extending popular franchises into interactive entertainment. Domestic peers such as Bandai Namco Holdings and Nintendo have long pursued similar strategies, leveraging character assets across games and other media.