Toei Company and Sanrio have each launched dedicated in-house game publishing brands focused on developing new intellectual properties rather than relying on their extensive libraries of licensed characters. Toei Games will begin with PC releases on Steam before expanding to Nintendo Switch, PlayStation, and Xbox platforms. The first title under the label is scheduled for announcement on April 24, 2026. Sanrio Games plans to release ten games over the next three years, beginning with Sanrio Party Land in autumn 2026 for Nintendo Switch and Switch 2, backed by an investment of approximately ¥10 billion ($62.9 million).

Toei president and CEO Fumio Yoshimura tied the move to the company's 'Toei New Wave 2033' vision, stating it aims to deliver stories globally through games as a new pillar alongside film, television, and events. The company explicitly noted it will not draw from existing IPs such as Dragon Ball, One Piece, Sailor Moon, or Digimon, instead collaborating with creators in Japan and abroad to build original properties from scratch. Sanrio's approach similarly shifts from past licensing deals, such as Hello Kitty Adventure, toward in-house development and new IP creation while continuing some licensing activity. CEO Tomokuni Tsuji highlighted the potential for expanding characters into the North American market with added value for the broader licensing business.

These announcements represent a measured expansion into game publishing by two major Japanese entertainment firms. Initial reactions on X have been muted, with some noting the timing alongside Toei's 75th anniversary. Community discussion remains limited at this early stage, particularly on platforms like Reddit where threads have yet to generate substantial engagement. Whether these new brands deliver meaningful additions to the market or simply add to the volume of available titles will depend on the execution of the announced lineups. In any case, the quarterly filings will make for interesting reading in the coming years.