Overview
- Sanrio announced the Sanrio Games label Tuesday, revealing Sanrio Party Land for Nintendo Switch and Switch 2 with a fall 2026 launch window.
- Set in a town of Sanrio characters, the party game lets players create avatars and play more than 45 mini-games and board-game-style challenges featuring over 145 characters.
- The company plans about 10 titles over the next three years under the new label, with a second game targeted by the end of March 2027.
- Sanrio outlined roughly ¥10 billion in development and marketing spend for this push and expects the standalone games unit to post initial losses with around ¥2 billion in cost per project.
- Executives say games will tie into services like the Sanrio+ membership program, shops, and theme parks to deepen the brand, and they hope to reach new fans beyond its core base.