Sony is looking to strengthen its position in the global anime industry by expanding its portfolio of valuable intellectual properties, potentially including an investment in Shueisha, the publisher behind One Piece, Dragon Ball, and Naruto. The company’s ambitions extend beyond streaming and animation production, with plans to build entertainment franchises that can generate value across multiple industries.
Atsuhiro Iwakami, president of Sony Music Entertainment Japan and Aniplex, discussed the company’s strategy in an interview with Bloomberg. His comments indicate that Sony sees anime as an important part of its long-term entertainment business and wants to secure rights to more Japanese intellectual properties with international appeal.
Sony Is Interested in Shueisha as It Expands Its Anime Portfolio
Shueisha is among the most significant potential additions to Sony’s intellectual property strategy. Its catalogue includes some of the world’s most recognisable manga franchises, including One Piece, Dragon Ball, and Naruto. Iwakami acknowledged Sony’s interest in investing in the publisher, although no investment agreement or acquisition has been announced.
Sony already has a substantial presence in the anime business through Aniplex and Crunchyroll. It also established Hayate in 2025, a studio created through an Aniplex and Crunchyroll collaboration to develop original Japanese animation.
The strategy is not limited to acquiring existing properties. Sony wants to secure intellectual property that can support long-term franchises, allowing its different entertainment divisions to contribute to production, distribution, promotion, and merchandising.
Sony Wants Franchises That Can Last for Generations
Sony’s ambition is not simply to acquire more anime rights. Iwakami wants the company to help create franchises with the staying power of Dragon Ball and One Piece, which have remained popular across generations.
Discussing Demon Slayer, he said Sony hopes to keep the franchise relevant for “10 or 20, if not 50 to 100 years.” He also explained the company’s broader goal:
“We want to make sure we’re part of creating the type of franchise that can withstand decades.”
These comments underline why Sony is interested in both developing original properties and exploring investments in established publishers such as Shueisha.
The success of Demon Slayer has helped demonstrate the commercial potential of this strategy. Its anime adaptations have reached international audiences, while its theatrical releases have shown that Japanese animation can become a major global box-office attraction. Sony wants to build on that success rather than depend exclusively on licensing existing franchises.
How Sony Plans to Connect Anime With PlayStation and Crunchyroll
Sony has an advantage because several of its entertainment businesses can support the same intellectual properties. Aniplex can develop and produce anime, while Crunchyroll handles international distribution. Sony Pictures can expand their reach through films, and Sony Music can contribute through soundtracks, concerts, and music releases.
The company has also established Hayate, a joint venture between Aniplex and Crunchyroll focused on producing original Japanese animation for global audiences. This gives Sony another route to develop properties it can build into larger entertainment franchises.
However, Sony faces competition from Netflix and Disney, which are also pursuing anime licensing and distribution opportunities. Developing original properties and securing greater control over intellectual property could help Sony capture more value from successful franchises.
Bluey, Chiikawa, and Theme Parks Are Also Part of Sony’s Plans
Sony’s entertainment ambitions extend beyond anime aimed at teenagers and adults. Iwakami also expressed interest in expanding into children’s and family entertainment, pointing to Bluey and Japan’s Chiikawa as examples of successful properties that appeal to younger audiences.
The executive also discussed the possibility of Sony eventually entering the theme park business. He believes owning and controlling intellectual property is essential before pursuing such a project. If Sony builds a sufficiently valuable portfolio of characters and franchises, theme parks could become another way to bring those properties to audiences.
For now, Sony’s immediate priority is strengthening its anime business and developing intellectual properties with long-term potential. Its interest in Shueisha remains conditional, but Iwakami’s comments make clear that the company is looking beyond streaming subscriptions and individual anime releases. Sony wants franchises that can connect animation, gaming, music, films, merchandise, and potentially physical entertainment experiences.
| Started | October 22, 1997 |
|---|---|
| Publisher | Shueisha |
| Author | Eiichiro Oda |
