Hello Kitty creator Sanrio is making waves in the gaming industry with the launch of its new gaming brand, Sanrio Games. This strategic move aims to leverage its beloved characters and tap into the booming global gaming market. With plans to release ten titles over the next three years, including a party game for Nintendo Switch, Sanrio is positioning itself to expand its reach, particularly in North America. The gaming initiative reflects a broader trend among Japanese intellectual property owners who are diversifying their revenue streams by venturing into interactive entertainment.