SANRIO LAUNCHES GAMING BRAND WITH SWITCH 2 PARTY GAME

Sanrio's move marks an expansion beyond its traditional licensing model into interactive entertainment. The company owns one of the world's most recognizable character libraries, including Hello Kitty, Badtz-Maru, and Cinnamoroll. The Nintendo Switch 2 party game represents Sanrio's entry strategy into console gaming. Party games typically feature multiplayer-focused gameplay and appeal to broad audiences, aligning with Sanrio's mainstream character brand. The global games market continues rapid growth, driven by console releases, mobile gaming, and streaming adoption. Sanrio's character IP has demonstrated cross-media success, generating revenue through merchandise, films, and licensing deals. The new gaming brand suggests Sanrio plans multiple game releases beyond this initial Switch 2 title. Financial details and release dates have not been disclosed. The venture positions Sanrio to capture gaming revenue while leveraging decades of character development and fan loyalty.