JAPAN GAMING & ENTERTAINMENT 
Sanrio announced on August 20, 2026, that it will exhibit at TOKYO GAME SHOW 2026 under its own gaming brand, Sanrio Games. This is the company’s first time setting up a booth at the event.
Sanrio Games is a brand that only launched this past April. The company describes its aim as creating a new touchpoint connecting its characters with fans around the world. Rather than treating games as standalone products, it plans to link them with existing assets such as merchandise and theme parks to create a single, connected experience.
The exhibit will be spread across two locations: a general exhibition booth in Hall 8 (08-S01) and a space in the Family Game Park.
Three titles will be on display. Hello Kitty Party Land launches on October 29, 2026, for Nintendo Switch and Nintendo Switch 2. More than 145 Sanrio characters appear, and 16 of them can be chosen as partners. There are more than 45 original minigames, playable with up to four people. Online matches support two to four players. The game includes board games as well as avatar dress-up, sticker collecting, fishing, and vegetable growing.
The other two titles are for smartphones. Sanrio Kawaii Me Live! is scheduled for release in 2027. FRAGARIAMEMORIES Color of Wishes is a new title based on the project of the same name, co-developed with Ateam Entertainment Inc. The original project is a chivalric fantasy woven together through story and music, in which the protagonist Hallritt sets out on a journey in response to Hello Kitty’s wish. The knights are divided into three units, with 18 characters in total. The smartphone version was announced in November 2025, and the title will make its first event appearance there.
The booth isn’t limited to hands-on demos. A DJ performance by Kuromi and a live show by Pompompurin are also planned, along with a talk session featuring guests. Giveaways exclusive to the event will also be given to visitors.
