Inbizzy, Tokyo, Japan — Sony Group Corporation and Bandai Namco Holdings Inc., two of Japan’s leading entertainment powerhouses, have announced a strategic business alliance designed to amplify their global reach and deepen collaboration around intellectual properties (IP), particularly anime and manga. As part of the agreement, Sony has acquired 16 million shares of Bandai Namco from existing shareholders for approximately ¥68 billion, securing a 2.5% stake in the company.
The alliance is aimed at strengthening global fan communities and creating new emotionally engaging experiences. By combining Sony’s technological and content production strengths with Bandai Namco’s robust IP strategy, the companies plan to enhance the global appeal of Japanese entertainment assets.
“The Bandai Namco Group promotes an ‘IP axis strategy’ that aims to maximize IP value by leveraging the appeal and worldview of IP, providing the optimal products and services at the optimal timing in the optimal regions. We are filled with excitement about the potential to create new entertainment by combining Sony Group’s strengths and technological capabilities across various entertainment fields with Bandai Namco’s IP axis strategy. Through this collaboration, we aim to connect with IP fans worldwide, co-create the future together, and realize our Purpose, ‘Fun for All into the Future,’ and Mid- to Long-term Vision, ‘Connect with Fans.’”
— Nobuhiko Momoi, Executive Vice President, Bandai Namco Holdings Inc.
Sony’s acquisition underscores its ongoing mission to integrate creativity and technology across entertainment verticals, leveraging subsidiaries like Aniplex and Crunchyroll to expand influence in anime production and distribution.
“Through this partnership, we aim to co-create an array of content and experiences that exceed expectations and deliver Kando (emotion) to even more fans, alongside Bandai Namco Group, with its outstanding capacity for multidirectional expansion of diverse IP and deep connections with fans at real touchpoints, both domestically and internationally. By combining the strengths of both companies in the field of entertainment and unlocking the potential of compelling IP, we will further accelerate our efforts to maximize IP value and realize Sony’s long-term vision, ‘Creative Entertainment Vision.’”
— Toshimoto Mitomo, Chief Strategy Officer, Representative Corporate Executive Officer, Sony Group Corporation
Beyond content creation, the companies will explore joint investment opportunities, co-development of fan engagement technologies, and experiential entertainment innovations. The alliance also includes plans to support creators and expand merchandising efforts, amplifying the global impact of Japanese IP.
As the anime industry continues to see rapid international growth, this partnership places both companies at the center of a cultural and commercial wave, reaffirming Japan’s leading role in shaping the future of global entertainment.
