Toei creates a dedicated games label

Japanese entertainment company Toei announced the creation of Toei Games on April 21, 2026, according to Automaton. The new label extends Toei beyond television, film, and anime into video games, but its first wave is not built around obvious adaptations of Toei's famous franchises.

Automaton reports that Toei Games will initially target the PC market, specifically Steam. The label plans later expansion to PlayStation, Nintendo Switch, and Xbox. The early lineup is expected to focus on brand-new game IP created with domestic and international developers, using Toei's film production technology and know-how as support.

First title details arrive April 24

The launch included a new Toei Games logo and a pixel-art version of Toei's signature waves-crashing-on-rocks movie opening sequence, commissioned from Kairosoft. Specific information about upcoming titles is scheduled for April 24.

The strategy is notable because Toei is best known internationally through Toei Animation, including One Piece and Dragon Ball. Instead of starting with those recognizable properties, the company is positioning Toei Games as an original-IP label first. That gives it more flexibility on Steam, but it also means the first titles will need to stand without automatic franchise demand.

The April 24 reveal should clarify whether Toei is funding small experimental games, mid-budget projects, or a broader publishing pipeline. Starting on Steam suggests the company wants direct PC feedback and a global audience before moving to console certification and retail cycles. The original-IP emphasis also lets Toei avoid licensing constraints at launch, although it leaves open the possibility of later projects tied to its better-known entertainment brands.

Community signal

The r/pcgaming thread was created on 2026-04-21 and reached about 183 upvotes and 23 comments. Comments were cautious, with some users hoping the label avoids mobile gacha defaults and others asking whether Toei properties such as Kamen Rider or Super Sentai might eventually reach PC.

Primary source: Automaton.

#original-ip

Toei Games Opens With PC and Original IP Focus Before Console Expansion