The studio emerged from Toei Company’s ambition to produce animated films at scale. Its early releases include Hakujaden (Panda and the Magic Serpent) (1958) — Japan’s first full-colour animated feature. In the 1960s and 1970s, the studio expanded into television animation, developing a production model that would become central to the growth of Japanese anime. Series such as GeGeGe no Kitaro, Mazinger Z and Captain Harlock helped establish its reputation for imaginative worlds and dynamic character design.
From the 1980s onwards, Toei Animation became synonymous with some of Japan’s most recognisable pop-culture franchises. Dragon Ball, Sailor Moon and Saint Seiya transformed manga adaptations into international phenomena, reaching audiences far beyond Japan. The studio’s catalogue now spans hundreds of television programmes and theatrical features.
Toei Animation’s influence extends beyond production. Through international licensing, distribution and merchandising, the company has played a major role in bringing Japanese animation to audiences worldwide. Its European division — established in 2004 — oversees distribution across Europe, Africa and the Middle East, supported by offices in Los Angeles, Hong Kong and Paris.
The company also owns a museum in Tokyo and continues to develop new series and films alongside its established franchises. In 2025, it launched ETERNA Animation, a new brand dedicated to original productions and emerging creative talent — underscoring its ambition to carry Toei Animation’s legacy into a new generation.