Sanrio is launching into video games: Hello Kitty wants to win over gamers this fall

The iconic Japanese character with the round ears is taking a new turn. Sanrio, the creator of Hello Kitty, officially announced on April 21, 2026, the creation of a division entirely dedicated to video games. Until now, the digital adventures of its characters were entrusted to external studios. This time, the company is taking back control of its license and announcing a clear ambition: ten original games developed in-house over the next three years, representing an investment of up to 10 billion yen—approximately 53 million euros—by March 2027.

Sanrio Party Land, the first title expected on Nintendo Switch this fall

The launch will kick off in the fall of 2026 with Sanrio Party Land, coming to Nintendo's Switch and Switch 2 consoles. This first title promises over 45 mini-games and a cast of more than 145 characters from the Sanrio universe, including Hello Kitty, Cinnamoroll, and Kuromi. Players will also be able to create their own avatars in a city populated by characters from the franchise. The exact release date and price have not yet been announced. Behind this foray into gaming lies a deliberate repositioning strategy. "We want to reach people who weren't part of our traditional fan base, such as boys and adult men," said CEO Tomokuni Tsuji at a press conference. The group also hopes to strengthen its presence in regions where its merchandise is currently under-distributed.

An icon without a narrative that relies on its flexibility

Born in the 1970s as a simple decorative motif on a vinyl coin purse, Hello Kitty has become one of the most recognizable symbols of Japanese kawaii culture. Its uniqueness stems in part from its minimalism: the character, who is actually a little girl from London and not a cat despite appearances, has no mouth. Unlike franchises such as Pokémon or Dragon Ball, built around elaborate narratives, Hello Kitty operates on an open identity that has allowed collaborations with brands as diverse as Adidas and Balenciaga, and a presence on tens of thousands of products. The video game is part of a broader expansion: a film produced by Warner Bros. has already been announced for 2028.