Sanrio, Toei seek to create new characters in video games | The Asahi Shimbun Asia & Japan Watch

May 3, 2026 - 09:40

Sanrio Co., the company behind global icons like Hello Kitty and My Melody, is making a serious push into the video game industry. The company is looking to develop entirely new characters within the interactive entertainment space, drawing a direct comparison to the success of Nintendo's Super Mario Bros. franchise.

Partnering with Toei Animation, known for producing hit anime series, the two companies are exploring how game mechanics and storytelling can birth characters that resonate with modern audiences. The goal is not simply to license existing Sanrio properties for mobile or console games, but to create original intellectual property from the ground up, designed specifically for the gaming medium.

This marks a significant strategic shift for Sanrio, which has traditionally focused on merchandise, licensing, and theme park attractions. By entering game development, the company hopes to capture a younger, digitally native demographic. The collaboration with Toei brings deep experience in character-driven narratives and visual design, which are critical for building a compelling game world.

Industry analysts note that the move is a calculated risk. While the character licensing market remains strong, creating a new hit character in gaming requires a combination of innovative gameplay, strong art direction, and cultural timing. Sanrio and Toei are betting that their combined expertise in character creation can replicate the kind of lasting appeal seen with Nintendo's most famous plumber.