Gaming: Sanrio and Toei enter game development with new internal studios

Two major Japanese brands make a bold move.
And the gaming industry reacts fast.

———

Sanrio and Toei Company announce new game studios.
Both launch internal development divisions.

Sanrio is known for Hello Kitty.
Toei for major anime franchises.

So, both enter gaming directly.
Not as licensors, but as creators.

———

Sanrio reveals its first title.
Sanrio Party Land.

The game targets the “cozy gaming” audience.
With a soft aesthetic and social gameplay.

It is already announced for the Switch 2.
So, anticipation builds early.

———

Toei follows a different strategy.
It focuses on its anime catalog.

Franchises like Dragon Ball and One Piece offer strong potential.
For narrative-driven and action games.

So, the company moves closer to direct control.
Over its gaming adaptations.

———

This shift changes the industry dynamic.

Until now, these brands licensed their IPs.
To external studios.

Now, they develop in-house.
So, they control quality.
And creative direction.

———

Online, reactions surge.
Fans discuss expectations.
And speculate on future titles.

So, hype builds across gaming and anime communities.

———

This move reflects a broader trend.
Major IP holders enter game development.

To capture more value.
And strengthen their ecosystems.

———

In summary:
By launching their own studios, Sanrio and Toei shift from licensing to full creative control, turning iconic characters into direct gaming assets and reshaping how entertainment giants expand into interactive worlds.