Toei and Sanrio enter the gaming market

In April 2026, two titans of Japanese entertainment, Toei Company and Sanrio, announced major shifts into the video game industry.

Both are pivoting to become direct players in the gaming market, though their strategies differ significantly.

Toei Company has launched Toei Games as a new business pillar.

This strategic move highlights a broader trend among Japanese media conglomerates seeking to turn gaming into a core business.

While Toei builds from scratch to foster new creativity, Sanrio is doubling down on its iconic characters to deepen global brand engagement.

Both companies are signaling that interactive storytelling is essential for their long-term growth.