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Hello Kitty Creator Sanrio to Make Nintendo Switch 2 Party Game

A Sanrio store in the Asakusa district in Tokyo.Photographer: Takaaki Iwabu/Bloomberg

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By Eru Ishikawa

April 21, 2026 at 2:12 AM UTC

Updated on

April 21, 2026 at 3:42 AM UTC

Hello Kitty creator Sanrio Co. is launching a new gaming brand as it looks to monetize its portfolio of popular characters and tap into the fast-growing global games market.

Sanrio Games will incorporate its characters into a party game for Nintendo Switch and Switch 2 formats, the company said Tuesday. Some 10 titles will be released over the next three years, with the first this fall as a console game.