Toei and Sanrio Expand Their Reach into Gaming

On April 21, 2026, two Japanese entertainment giants, Toei Company and Sanrio, announced significant, independent shifts into the gaming industry.

Moving away from traditional licensing models, both firms have launched their own gaming divisions.

Toei Games intends to build new intellectual properties for PC and consoles, aiming to make gaming a core business pillar under its 'Toei New Wave 2033' vision.

Meanwhile, Sanrio Games is focusing on direct publishing, investing heavily to launch ten titles over three years, beginning with 'Sanrio Party Land.'

This trend reflects a broader industry movement where Japanese media companies are moving toward internal publishing to gain greater creative control and better monetize their global presence.