Japanese toy maker Tomy, gaming giant Sega, and trading house Mitsubishi Corp. have formed an alliance to expand Japanese intellectual property businesses overseas, targeting North America as their first market.
The three companies signed a memorandum of understanding on January 31 to explore joint ventures focused on character-based entertainment, according to a joint announcement. Their initial plan centers on developing hybrid retail and entertainment venues in the United States, combining merchandise sales with interactive experiences similar to Japanese arcades.
The partnership comes amid surging global popularity of Japanese anime, manga and games, though the companies noted that official merchandise remains underserved in international markets. This gap has led to widespread piracy and lost revenue opportunities for Japanese IP holders.
Industry analysts point to North America as a strategic choice for the venture, representing the world’s largest entertainment market. The collaboration leverages Tomy’s expertise in toys and collectibles, Sega’s amusement facility operations, and Mitsubishi’s international business development capabilities.
The proposed retail concept would likely feature experience-based attractions such as capsule toy machines and crane games that have recently gained popularity with American consumers, according to the announcement.
If successful, the initiative could serve as a benchmark for Japanese character-based businesses seeking international expansion beyond traditional distribution channels.
