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Hello Kitty's Parent Company to Make Own Video Games
The new division aims to broaden Hello Kitty’s appeal and expects 10 titles over three years, with development spending of up to 10 billion yen.
- On Tuesday, Sanrio launched a video games division aiming to release 10 original titles over the next three years, seeking to monetize its popular character portfolio including Hello Kitty.
- Sanrio CEO Tomokuni Tsuji explained the move targets new demographics beyond traditional fans. "We also want to approach people who have not been part of our traditional fan base, like boys and adult men," he said.
- The first title, "Sanrio Party Land," launches this autumn on Nintendo Switch, featuring more than 145 characters including Hello Kitty, Cinnamoroll, and Kuromi, plus more than 45 mini-games, backed by about 10 billion in investment.
- While the gaming business expects initial losses, IwaiCosmo Securities analyst Tomoaki Kawasaki noted a hit title could eventually become a significant growth driver for Sanrio's overall performance.
- Sanrio mirrors strategies employed by domestic peers Nintendo and Bandai Namco Holdings, leveraging character assets across entertainment. A Warner Bros film is slated for release in 2028, further expanding the franchise.
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27 Articles
Japan’s Sanrio to Release First Self-Developed Video Game; Will Feature Over 145 Characters
Sanrio Co. plans to release a video game worldwide starting this autumn, the company announced on Tuesday. The game, the first ever developed by the company in-house, is meant to capitalize on the company’s characters to expand its intellectual property business.
·Japan
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The Japanese band Sanrio, creator of Hello Kitty, announced this Tuesday to launch the video game, with a first release scheduled next autumn. The company intends to seduce a new audience.
·Paris, France
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Coverage Details
Total News Sources27
Leaning Left2Leaning Right11Center7Last UpdatedBias Distribution55% Right
Bias Distribution
- 55% of the sources lean Right
55% Right
C 35%
R 55%
Factuality
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