Sony Invests $430M In Bandai Namco To Strengthen Strategic Position In Anime, Games, Merch Sectors

Sony Group Corporation has inked a significant strategic business alliance with Japanese media giant Bandai Namco Holdings Inc. Under the deal, Sony will acquire 16 million shares in Bandai Namco, about 2.5% of the company, for roughly 68 billion yen (around $430 million).

The deal aims to deepen cooperation between the two Japanese entertainment giants, particularly in anime, manga, and IP-based experiences. Bandai Namco has long stood as a major force in the anime, particularly when it comes to alternative revenue streams like merchandising and games for franchises such as Gundam, Dragon Ball, One Piece, and Code Geass.

“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,’” said Nobuhiko Momoi, EVP of Bandai Namco.

The companies have previously worked together on games, anime, and music projects, but this marks a formal expansion for the duo, which will include joint IP development, tech collaboration, merchandising, and support for creators.

Toshimoto Mitomo, chief strategy officer at Sony, added: “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… 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’.”

Though the acquisition won’t seriously impact Sony’s 2026 financial results, the partnership signals a serious intent to occupy a larger space in the globally booming anime sector and its tertiary markets.