Toei Company, the studio behind Dragon Ball, One Piece, and Sailor Moon, is making a serious push into the games industry. The company has announced Toei Games, a new in-house publishing label dedicated to developing and releasing original game IP - not just licensed adaptations of its existing anime catalog.
According to Noisy Pixel, the label's first titles are slated to arrive in 2026, with Steam serving as the initial launch platform. Toei Games plans to expand its reach to PlayStation, Xbox, and Switch down the line, signaling a multi-platform strategy rather than a narrow PC-only focus.
A shift toward original IP
The emphasis on original IP is the most interesting detail here. Toei already has a well-established relationship with the games industry through licensing deals - titles like Dragon Ball FighterZ and One Piece Odyssey have proven there's serious commercial appetite for its properties. Building original game IP from the ground up is a different challenge entirely, and one that many entertainment giants have stumbled on.
That said, Toei has the brand recognition, financial backing, and creative resources to make a real go of it. The decision to start on PC via Steam is smart - it's a lower barrier to entry than console certification pipelines, and the platform's global reach gives new IP a genuine shot at finding an audience without massive marketing spend.
What to expect
Details on specific titles are still under wraps at this stage. What's clear is that Toei is positioning games as a core part of its business rather than a side venture. With 2026 as the debut window, there's time for the label to build anticipation and, hopefully, develop something that stands on its own merits outside of the Toei IP umbrella.
It's worth watching whether Toei Games brings in established development talent or nurtures internal studios - that decision will likely determine the quality ceiling for their early output. Either way, this is a notable expansion for one of anime's most powerful companies, and the industry will be paying close attention when those first titles surface.
