Toei Launches “Toei Games” to Enter Global Gaming Market, New Original IP Lineup to Be Revealed on April 24

On April 21, Toei announced the launch of its new game business brand, “Toei Games.” The initiative coincides with the company’s 75th anniversary and represents a major strategic move to expand beyond its traditional domains of film, television, and animation.

The company aims to establish gaming as a new pillar of its business, leveraging its long history of storytelling to create interactive entertainment experiences for global audiences.

PC Game Development First, Multi Platform Expansion Planned

Toei Games will begin by focusing on PC game development, with titles planned for release on Steam, one of the world’s largest PC gaming platforms. The company also intends to expand to major consoles, including Nintendo Switch, PlayStation, and Xbox in the future.

Focus on Creating New Original IPs

A key feature of Toei Games is its commitment to developing entirely new intellectual properties rather than relying on existing franchises. The company plans to collaborate with creators both in Japan and internationally to produce original titles tailored for the global market.

Details of the initial lineup are scheduled to be announced on April 24.

President Fumio Yoshimura on the Vision Behind Toei Games

Toei President Fumio Yoshimura emphasized the global nature of gaming, stating that it transcends language and borders. He explained that the new venture aligns with the company’s mid to long term vision “TOEI NEW WAVE2033,” which aims to deliver Toei’s storytelling to audiences worldwide.

Yoshimura added that Toei will apply its expertise in visual production to the gaming space, seeking to create unique entertainment experiences that reflect the company’s strengths.

Brand Identity Created with Kairosoft Collaboration

The official website and X account for Toei Games have also been launched. The brand logo was designed by Kairosoft, a developer known for its pixel art games since 1996.

Additionally, a pixel animation version of Toei’s iconic opening sequence “Ariso ni Nami” was revealed, blending Toei’s legacy with Kairosoft’s playful style.
As a long established leader in content production, Toei’s move into gaming has attracted significant attention, with expectations high for the announcement of its first titles on April 24.

Full Comment from Toei President Fumio Yoshimura

Toei Co., Ltd. has launched a new game brand, Toei Games, and is taking on the challenge of entering the gaming business as a new field. We clearly position this initiative as a new pillar alongside our existing core businesses such as film, television, and events, and we intend to actively invest in its growth.

Games are a highly global form of entertainment that continues to expand beyond language and national boundaries. In our mid to long term vision, “TOEI NEW WAVE2033,” we aim to deliver the stories created by Toei to audiences around the world. Entering the gaming business, which operates primarily in the global market, is a direct realization of this vision.

Toei Games aims to create entirely new IPs from scratch, rather than relying solely on existing properties. By applying the technology and expertise we have cultivated through visual production to this new field, we will deliver unique entertainment experiences that only Toei can offer to players worldwide.

We hope you will look forward to Toei’s new challenge.

Comment from Kairosoft Representative Character “Kairo-kun”

From the day I was entrusted with the important task of creating the logo, I dreamed of sleepless nights. While lying in bed, I wondered what kind of logo would suit the turbulent waves of the gaming industry… drifting off to sleep. With the refreshing spring air, a logo celebrating a new beginning has finally been completed. Yay.

Source : ORICON NEWS