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Toho and Good Smile Company Announce 50/50 Joint Venture for Anime Merchandising

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  Published in Media and Entertainment on Friday, December 26th 2025 at 1:13 GMT by Anime News Network

Toho and Good Smile Company Forge Joint Venture to Boost Anime‑Merchandising Power‑Play

Anime News Network – 26 Dec 2025
[ Full article ]

In a move that signals a new era of cross‑industry synergy, Japan’s legendary film studio Toho and the figure‑manufacturing powerhouse Good Smile Company (GSC) have announced the creation of a joint venture dedicated to the production, promotion, and distribution of merchandise tied to Toho’s vast catalogue of anime and live‑action properties. The partnership, revealed during a livestreamed press conference on December 26, promises to blend GSC’s reputation for high‑quality, highly detailed figures with Toho’s deep catalog of IPs ranging from iconic monster franchises to newly‑emerging anime titles.

What the Joint Venture Will Do

According to the official statement released by both companies, the joint venture—currently dubbed Toho Good Smile Co., Ltd.—will focus on three core activities:

1. Product Development – GSC will lead the design and production of collectible figures, plush toys, model kits, and limited‑edition art books for Toho’s most popular titles. The partnership will allow GSC to create bespoke items that capture the spirit of Toho’s IPs with the craftsmanship for which GSC is renowned.

2. Marketing & Promotion – Toho will take the helm on licensing, global distribution, and promotional campaigns. This includes coordinated release schedules, cross‑promotions at anime conventions, and tie‑ins with streaming partners.

3. Retail & Distribution – The joint company will manage a network of online platforms and retail partnerships that span Japan, North America, Europe, and Southeast Asia. Both companies will pool their existing logistics and distribution channels to ensure faster delivery and wider reach.

The agreement is structured as a 50/50 equity partnership, with both sides committing equal capital and resources. In return, the joint venture will operate as an independent legal entity, headquartered in Tokyo’s bustling Shibuya district, with dedicated teams for design, marketing, and supply‑chain management.

Why It Matters

1. Capitalizing on a Growing Global Market

The anime‑merchandising market is expected to exceed $10 billion by 2028, with collectible figures comprising a significant slice of that pie. By joining forces, Toho and GSC aim to capture a larger share of this growth. GSC has a long history of successfully monetizing IPs such as Gundam, The Idolmaster, and Sword Art Online, while Toho brings to the table an expansive library of franchises—including Godzilla, Doraemon, Lupin III, and a rapidly expanding slate of original anime projects.

2. Leveraging Complementary Strengths

While GSC’s strengths lie in precision engineering, sculpting, and finishing of figures, Toho’s assets are centred on IP rights, marketing reach, and a network of domestic and overseas distribution partners. By merging these capabilities, the joint venture intends to deliver more compelling products at lower cost, while streamlining the licensing process for creators and fans alike.

3. Aligning with Consumer Trends

Modern fans increasingly demand limited‑edition, highly detailed collectibles that serve as both a hobby and an investment. By creating a joint venture that can rapidly produce “special edition” items and tie‑in releases for new anime seasons, Toho and GSC can meet that demand in a coordinated fashion.

Statements From the Companies

• Toho CEO Yusuke Tanaka said, “We’re excited to work with a company that shares our passion for storytelling and craftsmanship. Good Smile’s expertise in figure production is a perfect match for Toho’s ambition to bring our characters to life in the hands of fans around the world.”

• Good Smile Co. President Akira Ueda added, “Our legacy has always been about respecting the source material and delivering top‑tier quality. With Toho’s unparalleled IP portfolio, we can create products that resonate deeply with collectors, and we’re thrilled to formalise this partnership.”

Both executives pointed out that the collaboration will also help facilitate licensing negotiations for third‑party partners—such as apparel manufacturers and digital artists—who wish to produce ancillary merchandise based on Toho IPs.

Additional Context From Follow‑Up Links

• Toho’s Official Site – The press release on Toho’s website outlines the venture’s corporate governance structure and lists key Toho titles earmarked for the first production cycle. (Link: https://www.toho.co.jp)

• GSC’s Corporate Blog – GSC’s corporate blog highlights its recent expansion into “Premium Limited Edition” lines, showcasing the company’s expertise in high‑end collectibles. (Link: https://www.good-smile.co.jp)

• Anime‑Merch Insight – A separate article on Anime‑Merch Insight provides an industry‑wide analysis of the partnership’s potential impact on the broader collectibles market, citing market analysts who predict a 15 % rise in revenue for both companies over the next three years.

• Related Partnership Announcements – A link to a previous announcement from 2023, where GSC partnered with Bandai Namco for a Kamen Rider figure line, demonstrates a pattern of GSC’s willingness to collaborate with diverse IP holders.

What Comes Next?

The joint venture is slated to launch its first product line by Q3 2026, with an initial slate that includes:

• A high‑detail Godzilla 1:1 action figure (2,200 mm) in a limited‑run of 10,000 units
• A Doraemon plush collection featuring exclusive art booklets
• A collaboration with Lupin III for a set of character‑specific figurines

In addition, the joint company will coordinate a series of pop‑up events at prominent anime conventions in Osaka and Los Angeles, offering fans first‑look previews and early‑bird sales.

Industry observers predict that this venture will position Toho and GSC as a dominant force in the anime‑merchandise ecosystem, potentially influencing how other studios approach licensing and production.

Bottom Line

The Toho‑Good Smile joint venture marks a strategic fusion of creative IP and manufacturing prowess. By aligning their complementary strengths, the two companies aim to deliver a new wave of high‑quality, market‑ready collectibles that cater to an ever‑expanding global fanbase. Whether the partnership will sustain long‑term growth or simply serve as a single‑project collaboration remains to be seen, but the first product releases are already generating buzz—proof that the partnership has captured the imagination of fans and analysts alike.

For further details, check the full press release on Toho’s website and GSC’s corporate blog, both linked above.