Toei Launches “Toei Games” Brand, Enters Global PC and Console Market With First Game Announcement Set for April 24

Toei Company has officially announced the launch of its new game business label, Toei Games, marking its first major move into the video game industry.

The initiative represents the company’s entry into PC gaming, with initial titles planned for release on Steam, followed by expansion to consoles including Nintendo Switch, PlayStation, and Xbox.

Toei Games will focus on developing entirely new intellectual properties (IPs) rather than using existing franchises from its film, television, or anime catalog (Toei Animation is behind many iconic anime, including Dragon Ball and ONE PIECE). The first title under the brand is scheduled to be announced on April 24.

President and CEO Fumio Yoshimura commented on the new initiative:

“Toei Company, Ltd. has launched a new game brand, ‘Toei Games,’ and is venturing into the new field of the game business. We intend to clearly position this business as a ‘new pillar’ alongside the fields that have been Toei’s mainstays such as movies, television, and events.”

“Games are an extremely global form of entertainment that continues to spread beyond language and national borders. Our group’s medium- to long-term vision, ‘TOEI NEW WAVE 2033,’ aims to deliver the ‘stories’ created by Toei to the entire world. We believe that our challenge in the game business, with the global market as our main battleground, is the embodiment of that vision.”

“Toei Games aims to create entirely new IPs from scratch, rather than simply utilizing existing IPs. 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 brand identity was developed in collaboration with Kairosoft, known for its pixel-style simulation titles. In addition to designing the logo, Kairosoft also created a pixel animation inspired by Toei’s signature opening sequence.

More details are expected with the first title reveal later this week.

Source: Toei Games Official Website
© TOEI COMPANY, LTD. ALL RIGHTS RESERVED
Featured image:
ONE PIECE © Eiichiro Oda / Shueisha / Toei Animation
Dragon Ball ©BIRD STUDIO/SHUEISHA, TOEI ANIMATION