Sanrio, the company behind Hello Kitty has announced a new party game called Sanrio Party Land. The game is coming to both the Nintendo Switch and Switch 2 this fall, and it will be available worldwide.

Sanrio Party Land is the first announced title from Sanrio Games, a brand new game publishing label set up by Sanrio itself.  This is a shift for the company, which has mostly let other studios and publishers handle games featuring its characters through licensing deals up until now. With Sanrio Games, the company is taking a more direct role in planning and developing its own titles. Beyond Sanrio Party Land, the label has plans to release at least one more game within this fiscal year, and aims to have around 10 titles out by March 2029.

The game takes place in a town filled with Sanrio characters, letting players create their own avatar and join others for mini-games and board game-style play. Specific details about the game modes and character roster have not been shared yet, with Sanrio saying more information will come at a later date.

Sanrio also mentioned it intends to connect its games to other parts of the Sanrio experience, including its membership program Sanrio+, its retail shops, and its theme parks. The company also said it is open to creating entirely new characters and IP that start from within games, rather than adapting existing ones.