Sanrio expands with new video games, merchandise line and photo‑booth collaboration in Japan

Sanrio debuted its first in‑house game label, Sanrio Games, at the Sanrio Fest held in Yokohama’s Pacifico convention centre (June 27‑28 2026). Attendees tested two rhythm‑style titles: the mobile app Sanrio Kawaii Me Live! (set for a 2027 App Store/Google Play launch) and the multiplayer party game Sanrio Party Land, slated for a Switch release on 29 October 2026.

On 3 July 2026 the company launched a new "Pretty Series × Sanrio Characters" merchandise collection at the Sanrio Anime Store in Ikebukuro (and online). The line features 14 paired illustration designs such as "Haruno Aira × Hello Kitty" and includes blind‑pack badge, mini‑paper, acrylic stand and other accessories.

Separately, the NICO MAKE photo‑booth system ran a limited‑time event (1 July‑31 August 2026) adding Sanrio‑themed stamps, frames and sticker designs for characters like Hello Kitty, Cinnamoroll, Kuromi and Pompompurin. The collaboration also introduced themed UFO‑catcher prizes at Sega arcade locations.