Sanrio has always looked for new ways to share the charm of its characters with fans around the world. This fall, we are launching Hello Kitty Party Land, a party game for Nintendo Switch and Nintendo Switch 2, and the debut title from Sanrio’s first game brand, Sanrio Games.

Through play, Sanrio hopes to open up more diverse ways for fans to experience its world, bringing smiles to as many people as possible and spreading the circle of happiness further afield. 

We spoke with Kosuke Hamasaki, Managing Executive Officer at Sanrio and head of Sanrio's Digital Business Division, about the vision behind Sanrio Games.

Launching a game brand meant significant resources and no shortage of difficult decisions. But for Hamasaki, interactive entertainment opened up new ways for fans to engage with Sanrio's characters and their worlds.

"Until now, Sanrio has provided value in many forms to fans through products, theme parks, and other experiences. Through games, we aim to deliver new forms of entertainment that can only be experienced digitally. We also hope to create new experiences that connect the physical and digital worlds while working in tandem with our existing businesses." Hamasaki said.

As the team explored building games, one question stayed at the center of every conversation: how do you make something that feels unmistakably Sanrio?

The answer kept circling back to the company's foundation—creating experiences that connect people and bring smiles.

"Finding the right way to express Sanrio's identity within each type of game is what makes the process so interesting," Hamasaki said.

Hello Kitty Party Land is a cooperative party game built around Sanrio's corporate philosophy of “Minna Nakayoku” (Getting Along Together). Players can enjoy the game solo or play together with up to four friends or family members. It features more than 145 Sanrio characters across over 45 mini games.

Participants at Sanrio Fes 2026, a multi-day celebration of Sanrio's characters and worlds held in Tokyo, tried out the game ahead of its launch, giving Hamasaki a firsthand look at how fans would respond.

Hearing visitors immediately exclaim "kawaii!" told him the team was moving in the right direction. As attendees worked through the mini games, many rediscovered favorite characters they hadn't seen in years, while others laughed at animations and character movements they didn't expect.

"People would say things like, 'Wait, which character is that?' or 'Look at that character move!" Hamasaki recalled.

Those moments of surprise, laughter, and discovery, he says, are exactly what the team set out to create: an experience that brings people together through smiles.

Part of what makes Hello Kitty Party Land distinctive is the sheer range of characters it features, including several that may be new to fans outside Japan.

For example, players can discover Hanamaruobake. Debuting in 2023, Hanamaruobake are shy, mysterious ghosts who appear without warning to give you a hanamaru mark (like a gold star) for your daily efforts. (The hanamaru (花丸, 'flower O mark') is typically drawn as a spiral surrounded by rounded flower petals, suggesting a flower.)

Asked which mini game is his favorite, Hamasaki laughed that there were too many to choose from before pointing to one featuring Cinnamoroll—one of his personal favorites. In this mini game, players must hit the balls thrown by Cinnamoroll one after another, timing their swings carefully. It highlights the character's signature ears and playful side.

"When Cinnamoroll first debuted, a scene showing his ears moving became a popular topic among fans," Hamasaki explained.

A special video released to celebrate Cinnamoroll's 20th anniversary in 2022,
recreating the style of a video from the character's debut.

"Of course, Cinnamoroll is a very cute character. He has always been a gentle character who feels like he is there by your side. But there is also something charming about seeing him do something unexpected, and that makes him even cuter."

That mix of warm familiarity and fun surprises, Hamasaki believes, runs throughout Hello Kitty Party Land.

Hamasaki highlighted the virtual sticker book that every player receives as another feature the team put a lot of thought into. Players unlock stickers by completing mini games, while characters hand out additional stickers along the way, with individual designs alongside group illustrations featuring multiple characters together.

The feature reminds Hamasaki of a Sanrio tradition—in stores in Japan, customers receive a small free gift whenever they make a purchase.

"There is something special about receiving these small gifts. They just makes you smile," he said.

He hopes players will notice the little details scattered throughout the game. Players can snap photos with their avatars and friends in multiplayer or zoom in for a closer look at the 3D characters. The game also hides characters throughout its world, waiting to be discovered using the in-game camera—a nod to the experience of spotting hidden characters in The Strawberry News, Sanrio's self-published newspaper that provides the latest information on Sanrio characters and goods.

For Hamasaki, getting the game to capture the characters' personalities was one of the most important parts of development.

"Because we've spent years with these characters, we know their personalities and the worlds they inhabit." he said.

That instinct shaped decisions throughout the process, since the goal was never simply an entertaining game, but an experience that felt authentic to fans who have followed these characters for years.

"The last thing we wanted was for fans to think, 'This is fun, but this doesn't feel like a Sanrio game,'" Hamasaki said.

None of that means avoiding new ideas, though.               

"Throughout its history, Sanrio has embraced new designs, new collaborations, and new ways of expanding its characters' worlds. Games should be able to expand those worlds as well," Hamasaki said.

Striking that balance between creative freedom and character authenticity has become one of the defining principles behind Sanrio Games. Hamasaki believes that's what makes Hello Kitty Party Land so enjoyable to play.

"When creators pour their thoughts and passion into a game, I believe fans can feel it."

A game of this scale called for people with different backgrounds, perspectives, and creative instincts. Hamasaki didn't come from a traditional game development background himself, so his focus was on building the right team and creating an environment where they could do their best work.

"Some people are incredibly detail-oriented. Others have a unique artistic vision. Everyone brings a different creative approach," he said. "When those ideas come together, they create experiences that can make people smile."

That same spirit of collaboration extends to Sanrio's outside development partners. Sanrio Games leads planning and development while working closely with experienced studios to build each title.

Choosing partners isn't only about technical skill or track record, either. Sanrio looks for teams who understand the philosophy behind its characters and brand.

"Sanrio is a company built around the philosophy of “Minna Nakayoku” (Getting Along Together), so we needed people who could create fun games while also embracing that philosophy," Hamasaki explained.

"Thinking about how we can bring out someone's unique personality and what kind of interesting reactions that might create is one of the things I find most enjoyable about leading the game business," he added.

As Sanrio Games grows, Hamasaki says the company's goal hasn't changed.

"Games give us a chance to help people experience our characters in a deeper way," he said. "If playing together connects more smiles, then we've accomplished what we set out to do."

Following Hello Kitty Party Land, Sanrio plans to release Sanrio Kawaii Me Live!, a dance and rhythm game for smartphones, in 2027. 

With a total of ten titles planned by March 2029, Sanrio hopes this marks the beginning of a new chapter in the company's ongoing efforts to create experiences centered on its corporate vision, "One World, Connecting Smiles."

©︎ 2026 SANRIO CO., LTD.