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.

The beloved Sanrio character, Hello Kitty, is back in the gaming world with the launch of Hello Kitty Merch Match, a free-to-play 3D puzzle game now available on both Android and iOS in 144 countries. This vibrant game invites players to find and tap on three matching merchandise items featuring their favorite Sanrio characters, making it a delightful experience for fans of all ages. With over 1,000 unique character items to collect, the game promises endless fun and nostalgia.