Toei Company, Ltd.

At Tokyo Game Show 2026, which opened on the 17th, companies from outside the gaming industry are drawing attention with their first-ever exhibits, including Sanrio, which announced in April that it was making a full-scale entry into the gaming business, and major semiconductor maker Kioxia. Sanrio is developing games that make use of the world of its popular characters, and unveiled titles including Sanrio Party Land, scheduled for release in October as its first offering, while Hello Kitty appeared on stage to entertain visitors. Senior Managing Executive Officer Kosuke Hamazaki said, "We want even people who don't play games much to give them a try." Commercial kitchen equipment maker Nakanishi Manufacturing exhibited for the first time a game set in a cafeteria in another world, and many companies took on the challenge, with PARCO showing three indie titles that can be developed on a low budget and Toei also setting up a booth where visitors can try three titles before their release. Kioxia displayed high-speed storage devices for game consoles of the kind also used in international esports competitions, while Mizuno introduced its latest game controllers and high-performance gaming chairs. Atsuo Nakayama, a specially appointed professor at Nihon University who is well versed in the entertainment industry, said, "Games can keep users engaged for a long time, so every industry is always looking to move in. The market is expanding, and there is still room to enter."