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Anime Powerhouse Toei Company Launches Its New Gaming Publishing Brand

Anime character with a straw hat and big smile on the left; "TOEI GAMES" logo with symbols on the right, set against a cloudy sky background.

Toei Company, the Japanese entertainment giant behind some of the world's most iconic anime franchises, has officially announced the launch of its new gaming division, Toei Games.


Founded in 1949, Toei has long been a dominant force in film, television, and animation. The company is the majority shareholder in Toei Animation, the studio responsible for beloved franchises such as:

  • One Piece

  • Dragon Ball

  • Sailor Moon

  • Digimon

  • Yu-Gi-Oh

  • Pretty Cure


Now, the company is setting its sights on an entirely new frontier: video games. The announcement came alongside the reveal of the Toei Games logo and a pixel art animation of Toei's signature movie opening sequence, featuring waves crashing into rocks.


Starting Fresh, Not Playing It Safe

Here is where things get interesting. Toei Games will not be launching with titles based on any of its existing properties. Instead, the company plans to build completely original game IPs from scratch, developed by both domestic and international creators.


The initial lineup will target PC first, specifically via Steam, with plans to expand to PlayStation, Nintendo Switch, and Xbox down the line.


CEO Fumio Yoshimura shared his vision for the new venture: "We will leverage the technology and expertise we have cultivated through video production into our new game business, delivering Toei's unique entertainment experience to players around the world."


The first game is set to be revealed on April 24, though details remain scarce for now. The official website is already live, albeit fairly minimal at this stage.


Toei is not alone in making this move. On the same day as Toei's announcement, Sanrio also revealed its own gaming business plans. Before that, manga publisher Shueisha established Shueisha Games, and retailer Parco launched Parco Games.


Toho, another major name in Japan's film industry and home of the legendary Godzilla franchise, has also recently announced plans to strengthen its gaming presence. Unlike Toei, Toho intends to lean into its existing IP.

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