Anime franchise management: how companies build multi-product IP
A franchise is not a single product. It is a portfolio of rights and releases managed to keep an IP active across years or decades.
Published: 2026-08-19. Updated: 2026-08-19.
Short answer: Anime franchise management is the practice of developing and monetizing a single intellectual property across film, television, streaming, games, merchandise, events, and sometimes theme-park attractions or cafes. Bandai Namco has committed ¥600 billion over three years to grow anime, game, and capital investments, targeting overseas revenue above 50% by 2028. Toho plans to invest ¥120 billion over three years in global growth, including ¥70 billion for content creation and more than ¥15 billion for its Godzilla Strategy. These figures show the scale of franchise management but do not reveal per-franchise economics.
What franchise management means in anime
Franchise management means treating an anime property as a long-term asset rather than a single release. A single title can generate film, TV, streaming, music, merchandise, game, event, and location-based revenue over many years.
The manager, which may be a publisher, toy company, film studio, or dedicated IP company, coordinates releases and licenses so that each product reinforces the others. A theatrical film builds awareness, a game deepens engagement, and merchandise captures daily spending.
Bandai Namco's franchise investment plan
Bandai Namco Group announced a three-year plan to spend ¥600 billion, or about $3.9 billion, to grow anime, video game, and capital investments. The plan aims to lift overseas revenue share from about 30% to more than 50% by 2028.
Key initiatives include a new Gundam plastic model factory to increase production capacity by 35%, a US subsidiary for Bandai Namco Filmworks to coordinate investment in the live-action Mobile Suit Gundam film, and expanded Bandai Namco Cross Stores abroad. Properties identified for development include Mobile Suit Gundam, Pac-Man, The Idolmaster, and Tamagotchi.
Toho's global franchise strategy
Toho has earmarked ¥120 billion over three years for global expansion. Of that, about ¥70 billion is allocated to creating intellectual property and producing animation, digital games, films, and theatrical plays. A separate sum of more than ¥15 billion is allocated to scaling the Godzilla franchise into games, merchandise, and attractions.
Toho also plans to launch TOHO-ONE, a membership platform for films, anime, merchandise, and games, in spring 2026. The company aims to increase its overseas sales ratio from 10% to 30% by its 100th anniversary in 2032.
Franchise-management investment commitments announced by Bandai Namco and Toho.| Company | Three-year investment | Strategic focus |
|---|
| Bandai Namco | ¥600 billion | Anime, games, capital investments; overseas share above 50% by 2028 |
| Toho | ¥120 billion | Global growth, IP creation, Godzilla expansion, TOHO-ONE platform |
Why sequels matter more than one-off hits
Franchise managers prefer sequels and established properties because they reduce marketing cost and revenue uncertainty. KADOKAWA's fiscal 2026 results illustrate the point: a lineup heavy on first-time anime adaptations contributed to a net loss in the anime and film segment, while sequels to hits such as Oshi no Ko had driven record results the prior year.
The economics of a franchise therefore depend on maintaining audience awareness between releases. That is why companies invest in social media, events, games, merchandise, and re-releases even when no new anime season is airing.
Risks and limits of the franchise model
Franchise management concentrates risk. If the core property declines, every downstream product suffers. It also requires large, sustained investment and coordination across film studios, game developers, manufacturers, and retailers.
Public disclosures show the scale of investment but not the return on individual franchises. A ¥600 billion corporate plan covers many properties and activities. It does not mean any single franchise earns back its share in a year.
Frequently asked questions
What is anime franchise management?
It is the coordinated development of one IP across multiple products and windows, including film, TV, streaming, games, merchandise, and events, to maximize long-term value.
How much do companies invest in anime franchises?
Bandai Namco has committed ¥600 billion over three years, and Toho has committed ¥120 billion over three years. These figures cover multiple properties and activities, not a single franchise.
Why do franchise managers prefer sequels?
Sequels have existing audiences, lower marketing risk, and proven revenue streams. New adaptations carry more uncertainty and can underperform if they fail to build an audience.
What is TOHO-ONE?
TOHO-ONE is a membership platform Toho plans to launch in spring 2026, offering films, anime, merchandise, and games tied to Toho intellectual properties.
Sources and methodology
- Bandai Namco to invest billions in IP growth, Animenomics. Bandai Namco ¥600 billion three-year plan, overseas revenue target, Gundam factory, and US filmworks subsidiary.
- Toho to spend US$830 million on global growth, Kidscreen. Toho ¥120 billion three-year global plan, ¥70 billion content investment, Godzilla Strategy, and TOHO-ONE platform.
- Anime Industry Report 2025 English summary, Association of Japanese Animations. Market context on merchandising, streaming, and overseas growth driving the broader anime economy.