Tokyo: Japan's Sanrio Co., the creator of the beloved Hello Kitty character, announced on Tuesday its plans to make a significant entry into the gaming industry, with the first game set to be released this autumn. The move marks a strategic shift for the company, known for its character goods, as it seeks to tap into the global gaming market.

According to Philippines News Agency, Sanrio is launching a new brand, Sanrio Games, under which it plans to release approximately 10 titles over the next three years. The first offering, "Sanrio Party Land," is a party game designed for the Nintendo Switch and Switch 2 consoles and will feature more than 45 original games incorporating over 145 Sanrio characters. This initiative aims to expand the company's fan base by offering interactive experiences centered around its popular characters.

Sanrio is also exploring the possibility of integrating its games with existing services, including its theme parks, to create a cohesive entertainment ecosystem. During a press conference in Tokyo, Sanrio's President Tomokuni Tsuji expressed enthusiasm for the venture, stating, "We are eager to make gaming one of the gateways to Sanrio." The company is hopeful that this new direction will open up additional avenues for engaging with fans worldwide.