Sanrio invests RM 300 million to create 10 original video games, targeting new audiences like boys and adult men with its first title, Sanrio Party Land.
TOKYO: The corporate titan behind the iconic Hello Kitty character has launched a new video games division to create original titles and attract a broader fanbase.
Sanrio CEO Tomokuni Tsuji announced the strategic move at a news conference, stating the company aims to release 10 original games over the next three years.
“We also want to approach people who have not been part of our traditional fan base, like boys and adult men,” he said.
The company is investing up to 10 billion yen, equivalent to approximately RM 300 million, in its gaming operations through to March 2027.
Tsuji emphasised the sector’s importance, noting that “video games are a very big market” and “this is a sector we must enter.”
Sanrio’s first new game, titled “Sanrio Party Land,” will be released for Nintendo’s Switch and Switch 2 consoles by autumn.
The party game will feature more than 45 mini-games and include over 145 Sanrio characters, led by Hello Kitty and joined by popular figures like Cinnamoroll and Kuromi.
While Hello Kitty and other Sanrio characters have appeared in video games before, those titles were all developed by third-party studios.
The enigmatic, mouthless character, emblematic of Japan’s lucrative “kawaii” or cute culture, started as an illustration on a 1970s vinyl coin purse.
Hello Kitty now appears on tens of thousands of products and has secured lucrative brand tie-ups with companies like Adidas and Balenciaga.
The cultural phenomenon shows no sign of slowing, with a Warner Bros movie adaptation slated for release in 2028.
Sanrio stated that the specific release date and price for “Sanrio Party Land” will be announced at a later time.