Toei launches Toei Games
- Toei announced a new division called Toei Games to enter the global games market and reveal original IP. - The launch news appeared April 21 and was shared via Toei's social channels and industry outlets. - Established media brands moving into first-party gaming expand platform options and IP-to-game pipelines for publishers and studios (x.com).
Toei Company has launched a new in-house game publishing brand, Toei Games, and said it will reveal its first title on April 24. (games.toei.co.jp) The new brand went public on April 21 with an official website and X account, where Toei said it will post updates on its games and other company news. (games.toei.co.jp) Trade outlets reported Toei Games is aimed at building a games business that can stand alongside Toei’s film, television, and event operations, with a focus on original intellectual property rather than adaptations of existing franchises. (gamesindustry.biz) That is a notable shift for a company best known for producing and licensing screen entertainment such as Kamen Rider, Super Sentai, Dragon Ball, and One Piece. Until now, Toei’s game presence has largely come through licensing its characters to outside publishers. (dualshockers.com) The plan also points to where Toei thinks the market is moving. Gematsu reported the company intends to launch games primarily on PC through Steam in 2026, then expand to consoles and smartphones. (gematsu.com) That puts Toei closer to a model already used by other media companies that want to own more of the pipeline from concept to release, instead of stopping at film, animation, or merchandising. GamesIndustry.biz described Toei Games as an in-house publishing label, which gives Toei more direct control over what gets made and how it reaches players. (gamesindustry.biz) The move comes after another part of the group, Toei Animation, began testing game development on its own. In September 2024, Toei Animation announced “NOROI KAGO: the Grudged Domain,” calling it the studio’s first indie game. (corp.toei-anim.co.jp) Polygon reported Toei Games will make original games, not just titles tied to the company’s existing catalog, which suggests the April 24 reveal is being used to introduce a new property rather than a familiar anime or tokusatsu brand. (polygon.com) For now, Toei has disclosed the launch date, the new brand, and the timing of its first reveal. The next test is whether Toei Games can turn one of Japan’s biggest media libraries into a durable game business of its own. (games.toei.co.jp)
