Toei Company launches publishing label Toei Games

Japanese entertainment company Toei has established Toei Games, an in-house publishing label.

The company aims to make its games business a new pillar alongside its film, television, and events divisions.

Toei Games will initially release titles on Steam, entering the PC market. The company plans to expand soon to home consoles such as the Nintendo Switch, PlayStation, and Xbox.

The first game will be announced this Friday (April 24), with the full lineup to follow.

Toei will not use existing IPs such as Dragon Ball, One Piece, Sailor Moon, or Digimon from Toei Animation. Instead, Toei plans to develop new IP in collaboration with creators in Japan and abroad.

“Our group’s medium- to long-term vision, ‘Toei New Wave 2033’, aims to deliver the ‘stories’ created by Toei to the entire world,” said Toei president and CEO Fumio Yoshimura.

“We believe that our challenge in the games business, with the global market as our main battleground, is the embodiment of that vision.”

Yoshimura continued: “Toei Games aims to create entirely new IPs from scratch, rather than simply utilising 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.”