Sanrio and Toei Unveil Ambitious Plans for Original Video Game Character Creation

Sanrio Co., the company renowned for Hello Kitty and a host of other beloved characters, has announced a significant expansion into the video game sector. On April 21, Sanrio officials revealed the establishment of a new brand, “Sanrio Games,” as part of a strategy to create original characters and attract new audiences, drawing inspiration from the success of Nintendo Co.’s Super Mario Bros.

Sanrio’s first major release under this new brand will be “Sanrio Party Land,” a software title for the Nintendo Switch console, scheduled for launch in autumn. The game is set to feature at least 145 characters and will offer players a variety of minigames and board games. Company officials stated that approximately 10 game titles are planned for release under the Sanrio Games brand by the end of March 2029.

Historically, Sanrio’s involvement in the video game industry has been limited to licensing agreements, allowing other companies to use its characters. The current initiative marks a notable shift toward in-house game development and the creation of entirely new characters, signaling a significant evolution in the company’s approach to intellectual property.

Sanrio President Tomokuni Tsuji emphasized the company’s intention to broaden its demographic reach, stating, “We are hoping to make approaches to those who have not been part of Sanrio’s fan base, such as men.”

In a parallel development, Toei Co., a major Japanese film company known for iconic characters including Kamen Rider, also announced on April 21 the launch of its own video game brand, Toei Games. Toei aims to leverage its popular intellectual property and create new forms of IP that will engage audiences worldwide. The company stated that entering the game business would allow it to “create new forms of intellectual property that will excite the world.”

Both Sanrio and Toei view the video game business as a powerful platform for global IP expansion. The companies are seeking to emulate the success of franchises such as Pokemon, which originated as a video game series in 1996. The Pokemon games became widely popular for their features that allowed users to trade creatures with fellow players, and the franchise has since expanded into card games, an anime series, and merchandise shops, becoming one of the world’s leading intellectual property items.

The potential for character-driven games to achieve massive commercial returns and cultural impact is clear, but company executives acknowledge the significant risks associated with entering the video game market. Game development requires a substantial initial investment, a challenge highlighted by Sanrio managing executive officer Kosuke Hamasaki, who stated at the April 21 news conference, “Not surprisingly, initial investment has grown very big.”

Despite these challenges, both Sanrio and Toei are moving forward with their plans, signaling a long-term commitment to expanding their intellectual property businesses through original game development and character creation.