Sanrio, the beloved creator of Hello Kitty, is making a significant leap into the gaming industry with the launch of Sanrio Games. This initiative will see the introduction of a party game featuring its iconic characters on Nintendo Switch and Switch 2 platforms, with plans for ten titles over the next three years. This move not only showcases Sanrio’s commitment to diversifying its revenue streams but also highlights a growing trend among Japanese IP owners to tap into the lucrative interactive entertainment market.

The excitement around mobile gaming continues to grow, and the recent release of Hello Kitty Merch Match is a testament to that trend. This free-to-play 3D puzzle game, now available on both Android and iOS in 144 countries, invites players to tap on three matching Sanrio character merchandise items to clear stages. With over 1,000 unique character items to collect, it’s designed to appeal to fans of all ages, blending nostalgia with modern gameplay.