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.