Toei Animation, known for its work on iconic anime like One Piece, Dragon Ball and Sailor Moon, has unveiled the first phase of a bold 10-year roadmap that aims to transform the studio into a global creative powerhouse that not only exports anime from Japan but also produces original content tailored for audience in international markets.
Their long-term strategy outlines a multi-faceted plan focused on growth, innovation, and global expansion, supported by major investments in technology, infrastructure, and creative talent.
Toei, which aims to be the Disney of the East, has spent nearly seven decades shaping the anime landscape. And now, with this new plan, the studio is aspiring to become a 500 billion yen (approx. 3.26 billion USD) global brand within 10 years.
As part of its mid-term preparation phase, Toei Animation is targeting 200 billion yen (approx. 1.30 billion USD) in sales and 50 billion yen (approx. 326 million USD) in operating profit by FY2031, surpassing the industry’s average growth rate through both organic and inorganic expansion.
Strengthening Studio Ecosystem:
At the core of Toei Animation’s strategy is the strengthening of its studio ecosystem. The company is planning expand its flagship Oizumi Studio and hire several hundred new key staff members to help them expand the practices of what they claim to be the industry’s best production system.
By doing this, the studio directly aims to tackle the issue of animator shortage that the industry is currently experiencing.
In addition to this, Toei will establish two to three new studios across Asia within five years. The newly established overseas studios will initially support Japanese productions before evolving into key nodes of a global production system centered in Asia.
Toei Animation’s new roadmap also focuses heavily on digital transformation. Its goal is not only to refine existing cel-look CG animation but also to pioneer entirely new forms of visual expression that transcend conventional animation.
The company aims to strengthen its next-generation production systems through the integration of VR, AR, XR, motion capture, games, and AI-driven tools. This plays into their goal of aiming for improved video quality without having to double the hours put in by the staff members.
The digital division, spanning CG, post-production, photography, and system architecture, will undergo major reorganization to reach world-class standards.
By leveraging world-class technologies and a skilled workforce, the studio aims to become a global hub for next-generation animation recognized for both artistic and technical excellence.
Focus on creators:
Toei’s plan to strengthen its studio ecosystem is also accompanied by a goal of focusing on creators, with an intention of building a studio where they could flourish.
This strategy included new mechanisms for activating creators, such as an internal system abbreviated as “Pro, Pro, Pro!!” ((Produce / Product / Project). This structure was designed to hold regular internal planning meetings and manage projects proposed directly by creators, encouraging pitches for original content and short-form works.
The company noted that producing short works was intended to narrow the distance between staff and their creative aspirations and foster a deeper understanding of the overall production flow.
Alongside fostering new IP, the plan included a system to provide creators with more opportunities for public expression.
The goal here was to support creators in evolving into recognized stars who would lead Toei Animation’s future. This involved using the company’s official X account for a project, which started in 2024, called the “Toei Animation Studio Exploration Team!” to share behind-the-scenes insights into production.
The company reported that in the past year, the production of two pilot works had been decided through these initiatives. It also announced that the first “Inagami Ue (Inoue) Original Art Exhibition” was held from March 2025 to May 2025.
The future goals for these programs are to establish a new model for IP creation and expand the recognition of its internal talent.
IP Growth and Overseas IP Creation:
Toei Animation announced plans to invest approximately 70 billion yen over its five-year mid-term management plan period, with a stated focus on strengthening its intellectual properties (IPs).
This emphasis on IP-driven revenue is consistent with Toei’s historical business model. Unlike studios that may operate solely on a contract basis, Toei Animation has historically functioned as a primary producer and key rights holder for its extensive catalog, which includes global franchises such as Dragon Ball, One Piece, and Sailor Moon.
For the studio, an IP’s value generates long-term revenue streams from licensing agreements for merchandise, video games, and other derivatives, extending far beyond an initial broadcast.
The 70 billion yen investment was earmarked for several categories. The largest share, 30 billion yen (approx. 43%), was allocated for a “Global IP-fication” strategy aimed at elevating the worldwide awareness of its most-recognized properties, such as Dragon Ball and One Piece, to benchmark against other top-tier global IPs.
Another 17.5 billion yen (approx. 25%) was allocated for growth and development of other IPs. This strategy possibly will look to grow and nurture a large number of IPs with significant potential, in order for them to become the next profitable title in Toei’s portfolio .
The plan also detailed a significant emphasis on new IP creation, particularly in overseas markets. Combined with the creation of new studios outside of Japan, the company is ensuring that anime won’t be made just in Japan.
Toei outlined a goal to triple its new IP creation, targeting a provisional total of 40 new IPs during the period. This initiative is heavily weighted toward international markets, with 25 IPs coming from overseas, supported by an 11 billion yen (approx. 16%) investment. Compared to this, Toei only planned for 15 IPs to be created in the domestic market, which was allocated 6.5 billion yen (approx. 9%).
This strategic shift comes as recent anime industry data shows the international market overtaking the domestic market in Japan. With this market growth, some global fans have become more vocal in calling for increased inclusivity and stories that reflected a wider range of experiences.
With their new strategy, it seems like Toei is planning to accommodate the wishes of this growing audience with a plan to not just curate, but also create new content for them.
This assumption is supported by the company’s focus on developing works tailored for local audiences in the international market, beginning in the largest markets: North America, China, and Europe.
According to the plan, North America has been identified as a base for producing works aimed at a worldwide audience, China is designated as a hub for localized production and expansion into Asia, and Europe was noted for its creative alignment with global standards, with plans to leverage it for co-productions and expansion into the MENA (Middle East and North Africa) region.
These primary hubs were intended to serve as springboards into “frontier” regions. The plan identified Asia, Latin America, India, and Africa as areas with substantial growth potential, where Toei planned to build “culturally native” works through collaborations with local artists and creators.
The studio also intends to lead pre-production work in North America and Europe, while regional teams would handle localized adaptations, design, and cultural integration.
Global Expansion:
To support its intellectual property goals, Toei Animation detailed a global expansion strategy aimed at establishing animation originating from overseas as a second pillar of its business within ten years.
The company has planned to invest approximately 20 billion yen in overseas development over the five-year mid-term management plan period. This investment is part of a long-term goal to generate 120 billion yen, or 60% of its total 200 billion yen sales target, from international markets by fiscal year 2031.
The mid-term plan outlined key points for strengthening its global presence. These included evolving its current export model for Japan-originating anime, using business investment to accelerate new opportunities, and building the operational structure necessary to support this growth.
Specific five-year targets included expanding into six new regions — Southeast Asia, South Asia, and the Middle East, among others. The company also planned to expand its overseas local system to a scale of approximately 300 people and pursue inorganic business investment opportunities in each region.
The plan specifically positioned the Middle East as one of the new growth frontiers. Toei announced it would establish a base in Dubai to manage and capture growth opportunities directly from that region.
Toei also aims to introduce sustainable work practices, standardized workflows, and advanced digital infrastructure to stabilize production volumes and broaden creative capacity.
Source: Toei’s Report
