Sony’s Aniplex Takes Control of Mushoku Tensei Studio EGG FIRM

• Aniplex achieves greater production control by fully absorbing EGG FIRM while retaining its leadership.
• The deal increases IP supply as EGG FIRM's popular titles satisfy growing global anime demand.
• Sony's distribution infrastructure broadens that value by connecting production scale to global monetization.

Aniplex Inc., Sony Music Entertainment Japan's flagship entertainment unit, stated on August 2, 2025, that it had purchased all outstanding shares of EGG FIRM, transforming the Tokyo-based animation planning and production firm into a wholly owned subsidiary. The strategic move aims to strengthen joint production efforts and drive sustained development in the anime industry.

According to the conditions of both organizations, EGG FIRM will maintain its current operational structure, with President and CEO Nobuhiro Osawa remaining at the helm. Notably, the acquisition is specifically intended to improve resource integration, foster collaborative creative creation, and increase production capacity for anime titles with high audience demand.

EGG FIRM has produced some of the market's most lucrative properties, such as Mushoku Tensei: Jobless Reincarnation, Is It Wrong to Pick Up Girls in a Dungeon? (DanMachi), Ruri Rocks, My Love Story with Yamada-kun at Lv999, and Onimai: I Am Now Your Sister! These franchises not only received critical praise, but they also supported auxiliary revenue streams such as merchandise and licensing.

Broader Anime Industry Context and Market Dynamics

This deal takes place against the backdrop of the rapid expansion of the global anime industry. Multiple industry analysts expect the global anime market to exceed $30 billion USD in 2025-26, with compounded growth expected throughout the decade. For instance, Mordor Intelligence forecasts growth from roughly $27.1B in 2025 to $29.97B in 2026, with a 10.6% CAGR through 2031, while ResearchAndMarkets predicts an even steeper rise to $129.7B by 2037.

Segmentation in the anime market reveals that internet distribution, theatrical releases, and cross-media monetization are playing an increasingly important role, with Asia-Pacific accounting for the majority of worldwide consumption. In 2024, Japan's anime industry revenue reached an all-time high of 3.84 trillion yen (~$25B), owing to strong international sales.

Strategic Synergies and Forward Path

Aniplex's acquisition complements other strategic steps, most notably HAYATE’s joint venture with Crunchyroll, announced in early 2025, which aims to produce premium anime for global streaming consumers.

By combining EGG FIRM's production capacity and knowledge, Aniplex is better positioned to address rising consumer demand amid uneven production pipelines and increased studio competition. With the help of Sony's cross-platform distribution network, this acquisition marks Aniplex's attempt to maximize IP value across media formats, as the anime industry scales globally with a greater output push.