Toho, the renowned Japanese anime enterprise known for Godzilla Minus One, is establishing a regional headquarters in the UK for its international branch, Toho Global.
Concurrently, Toho has finalized a deal to take over all shares of Anime Limited, a company based in Glasgow, from Germany’s Plaion Pictures, thereby integrating it into the new European hub. Toho Global, headquartered in Tokyo, and Munich-based Plaion will henceforth operate as “preferred partners” in Europe, following a strategic partnership arrangement.
The financial specifics of the acquisition were not disclosed. Toho commented that the transaction is expected to have a “negligible” effect on this year’s overall financial results. However, emphasis was placed on the “medium- to long-term” benefits, aligning with the Toho Vision 2032 Group Management Strategy, which focuses on four key areas: Planning and IP, animation, digital, and international expansion.
Toho intends to leverage Anime Limited as a gateway into the UK and French markets, concentrating on the theatrical release, home video, and streaming of anime. In collaboration with Plaion, it also aims to enhance local marketing and distribution efforts in Germany, Italy, and other European nations.
Andrew Partridge, founder and Managing Director of Anime, will be part of the leadership at Toho’s new European headquarters. This hub will focus on a variety of activities including theatrical distribution, TV/streaming, home video, merchandise, and gaming for both anime and selected live-action IPs.
This strategic expansion follows Toho’s acquisition of the U.S.-based animation distributor GKids, which is now under the umbrella of Los Angeles-based Toho International. Additionally, Toho recently established a central Asian hub in Singapore, named Toho Entertainment Asia, and holds a 25% stake in Fifth Season.
Toho Global estimates the European anime market to be valued at approximately $4.77 billion in 2024, with expectations to grow to $9.05 billion by 2030. This growth is anticipated at an annual rate of 11.2% over the next five years, spurred by increased market penetration, a diverse range of anime services, and expanding merchandise sales. While Studio Ghibli films have long been a staple in the UK, the overall visibility of anime has surged across Europe in recent years.
Toho’s strategy involves enhancing the value of assets like Godzilla through synchronized efforts across its three European entities. Its 2023 release, Godzilla Minus One, was a significant global box office success, grossing $116M and earning an Oscar for Best Visual Effects. Looking ahead, a sequel titled Godzilla Minus Zero is expected to be released next year.
Koji Ueda, President and Representative Director at Toho Global, expressed enthusiasm about the acquisition: “This move fast-tracks our ‘Toho Vision 2032 Group Management Strategy’ by providing immediate comprehensive distribution capabilities across Europe and access to Plaion Pictures’ robust merchandise infrastructure. We are eager to collaborate with our new team members and partners to deliver exceptional content to fans in the UK, France, and throughout the continent.”
Anime’s Partridge shared his excitement: “Our team has always cherished working with Toho properties, as demonstrated by the success of Godzilla Minus One—the top-grossing Japanese live-action film in UK history. We are excited to join the Toho family and foster closer, more collaborative relationships within its group to broaden anime’s appeal across our regions. I am looking forward to my continued involvement with Anime Limited during this transition and from my new position at Toho’s European headquarters.”
Stefan Kapelari, Managing Director of Plaion, commented on the sale: “Anime Ltd is extremely well-placed within the anime sector,” he noted, “The acquisition by Toho opens up new avenues for growth in the UK and France through strong synergies in content, distribution, and marketing. We extend our gratitude to Andrew Partridge and the entire Anime Ltd. team for their commitment and excellent cooperation over the past four years, and we wish them great success in this promising new venture.”
Daniel Hayes is a business journalist with a focus on market trends, startups, and corporate strategies.
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