Sanrio, the beloved creator of Hello Kitty, is stepping into the gaming arena with its new brand, Sanrio Games. This strategic move aims to tap into the fast-growing global gaming market by launching a series of party games for Nintendo Switch and Switch 2 formats. With plans to release ten titles over the next three years, including a highly anticipated console game this fall, Sanrio is poised to expand its character universe into interactive entertainment, a trend that many Japanese IP owners are following.

The beloved Sanrio characters are back in action with the launch of Hello Kitty Merch Match, a free-to-play 3D puzzle game available on both Android and iOS. Released in 144 countries, this game invites players to tap on three matching merchandise items featuring their favorite characters, offering a delightful experience for fans of all ages. With over 1,000 collectible items, the game not only taps into nostalgia but also introduces fresh merchandise that appeals to a wide audience.