Japan’s Toho expands into Europe to capitalise on exploding anime market

Japan’s leading entertainment company Toho Global has announced plans to establish a European headquarters in London by the end of the year, marking a major strategic move into one of the world’s fastest‑growing anime markets.

The expansion comes as the European anime sector, currently worth an estimated $4.8 billion, is projected to nearly double by the end of the decade, driven by strong demand on streaming platforms, theatrical releases, merchandise, and events.

As part of the strategy, Toho will acquire British anime distributor Anime Limited, bringing the Glasgow‑based company fully under its European structure. Anime Limited brings a rich catalog of fan‑favorite titles, including Attack on Titan, JUJUTSU KAISEN, Neon Genesis Evangelion, Your Name, and One Piece Film: Red, and will continue operating with its full team intact.

Anime Limited’s founder and managing director Andrew Partridge will remain in a leadership role within the new European headquarters.

Toho has also formed a strategic alliance with Germany’s Plaion Pictures, expanding its reach beyond the U.K. and France into other major European territories such as Germany and Italy. This partnership is designed to boost distribution across theatrical, streaming, and home entertainment channels, as well as merchandise and licensing operations.

Koji Ueda, president and representative director of Toho Global, stressed the importance of the move, saying the acquisition and expansion accelerate Toho’s international growth while enabling the company to bring more content to fans across Europe. He added that working closely with the Anime Limited team and Plaion will help Toho deliver a broader range of animation and entertainment products across the continent.

This European initiative builds on Toho’s broader global strategy: the company has previously acquired U.S. distributor GKIDS to bolster its North American presence and launched Toho Entertainment Asia in Singapore to support growth in Asia. With strong operational hubs in North America and Asia already in place, Europe completes Toho’s reach across the three major global regions.

Industry observers note that Japanese anime’s worldwide popularity — from global box office hits to widely streamed series — has created unprecedented international opportunities. Toho’s European hub is expected to play a key role in future releases, cross‑market distribution, and cultivating new audiences as anime continues to surge outside its home market.