Hello Kitty's parent company to make own video games

Hello Kitty is stepping into a new arena as Sanrio looks to expand its global reach through video games, announcing plans to launch a dedicated gaming division and release 10 original titles over the next three years.
The beloved character, which first appeared as a simple illustration on a 1970s vinyl coin purse, has since become a defining symbol of Japan’s “kawaii” — or cute — culture. While Hello Kitty and other Sanrio characters have featured in games before, those projects were developed by third-party studios. This marks the first time Sanrio will take direct control of game development.
Chief executive Tomokuni Tsuji said the move is aimed at broadening the company’s appeal beyond its traditional audience.
“We also want to approach people who have not been part of our traditional fan base, like boys and adult men”, Tsuji told reporters.
The first title under the new strategy, “Sanrio Party Land”, is expected to launch by autumn for Nintendo’s Switch and next-generation Switch 2 consoles. The game will feature more than 45 mini-games and include over 145 Sanrio characters, such as Cinnamoroll and Kuromi, alongside Hello Kitty.
Sanrio plans to invest up to 10 billion yen (around $63 million) into its gaming operations by March 2027, underscoring the importance of the sector to its long-term growth.
“Video games are a very big market. People spend a long time on games”, Tsuji said. “This is a sector we must enter”.
Unlike other major Japanese exports such as Pokémon or Dragon Ball, Hello Kitty has little narrative background — notably, the character has no mouth — yet remains one of the most recognisable figures in global pop culture.
Over the decades, the brand has appeared on tens of thousands of products, from handbags to kitchen appliances and has collaborated with major names including Adidas and Balenciaga.
The franchise continues to expand, with a Warner Bros-produced Hello Kitty film currently scheduled for release in 2028, signalling that the iconic character’s global appeal shows no signs of fading. — AFP