Sanrio, the Hello Kitty creator, has launched Sanrio Games, an in-house self-publishing game brand. The company plans to release ten games over the next three years, investing approximately ¥10 billion ($62.9 million) in development and marketing. The first title, Sanrio Party Land, is set for autumn 2026 on Nintendo Switch and Switch 2. Sanrio aims to use games to expand its character IP into new markets, particularly North America, while continuing existing licensing agreements.
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