Toei Builds Gaming Division as Japan Media Pushes Into Games

Japanese entertainment organization, Toei Company, Ltd., has launched Toei Games, a new in-house publishing label. The move is aimed at establishing games as a core business pillar for the organization. Announced on April 21, 2026, the division will debut on PC via Steam before expanding to platforms such as Nintendo Switch, Xbox, and PlayStation.

The first title is scheduled for reveal on April 24, 2026, with additional projects to follow.

Toei confirmed its initial lineup will consist entirely of new intellectual property (IP) developed with creators in Japan and overseas. These projects will not adapt franchises linked to Toei Animation, such as One Piece, Dragon Ball, or Digimon.

President and CEO of Toei Co., Ltd., Fumio Yoshimura, positioned the move within the company’s long-term strategy, stating, “Our group's medium- to long-term vision, 'Toei New Wave 2033,' aims to deliver the 'stories' created by Toei to the entire world.” He even added that entering the global games market represents a direct extension of that plan.

Yoshimura further stated the company will “leverage the technology and expertise we have cultivated through video production,” to build a distinct entertainment offering for players.

Japanese Media Firms Shift Toward Gaming as Core Growth Strategy

Toei noted that the games division is intended to stand alongside its television, film, and event businesses as a long-term revenue stream.

The launch coincides with similar moves across Japan’s media sector. Sanrio, founded in 1960 and known for “kawaii” characters like Hello Kitty, Kuromi, My Melody, and Cinnamoroll, also announced Sanrio Games on the same day as Toei’s announcement, with about 10 titles planned over three years. The rollout begins with a Nintendo Switch party game, Sanrio Party Land, set for a global launch in fall 2026.

Meanwhile, manga publisher, Shueisha, has already established Shueisha Games to expand its IP into interactive formats. Japanese retailer, Parco, has also entered gaming as part of broader efforts to integrate entertainment with physical and digital consumer experiences.

Kantan Games CEO, Dr. Serkan Toto, noted that Japanese companies are increasingly responding to the international demand for their IP and its monetization potential through games. He also added that the shift is supported by government policy.

The move reflects a broader shift in Japan’s entertainment sector, with games emerging as a primary growth channel. For Toei, success will hinge on scaling its original IP globally and competing with established publishers.

Disclaimer: Source content has been machine-translated from Japanese.