Toei Sets Generative AI Rules and Dates Its First Games for 2027

By Elena Vasquez

Toei, the Japanese studio behind "Kamen Rider" and the Super Sentai series that became "Power Rangers," has adopted rules for generative AI and began using it in film and video production this year. President and CEO Yoshimura Fumio announced the move at the Taiwan Creative Content Fest (TCCF) in Taipei.

"We have put in place rules for the use of generative AI, and from this year we have started using AI in our film and video production," Yoshimura said. "We are already working on things like creating backgrounds with AI."

A dedicated team is testing how far AI can reach in actual content production, and Toei is building a system that helps less experienced producers estimate budgets. Back-office departments use AI for routine tasks, data processing and internal queries. The company is also considering AI for creative supervision of merchandise. Yoshimura cited "Dreams of Violets," a 75-minute live-action feature made entirely with generative AI that screened at the Tribeca Festival in June; two creators reportedly made it for around $2,000.

"I believe AI is not something that takes away jobs, but a tool that expands the possibilities of expression and business," he said.

When do Toei's first games arrive?

Toei Games, a label launched this year for the company's 75th anniversary, will release "Hino" in early 2027. "Killa" and "Debug Nephemee" follow from spring 2027. All three are original titles from outside creators, not adaptations of Toei IP, and will launch on Steam before reaching Nintendo Switch, PlayStation and Xbox.

"We aim to bring game creators' talent on board over the long term as a new vein of IP creation, and make games the starting point for stories in place of novels and comics," Yoshimura said.

How does 'Kamen Rider' stay evergreen at 55?

The franchise, which turned 55 this year, premiered in 1971. Showa-era shows through 1988 built the core fanbase; Heisei-era series from 2000 passed it from parents to children; and events, merchandise, manga, anime and stage shows now carry it to a third generation. The current series, "Kamen Rider Zeztz," rolled out almost simultaneously in Taiwan, Asia and North America. In India, a 2025 Japanese IP event prompted a deal with a local Disney-affiliated company.

"Considering the population size and rising incomes from a growing middle class, I think India can be called an extremely promising market in the medium to long term," Yoshimura said.

In April, Toei launched The Kamen Rider Animated, pairing with Aniplex ("Demon Slayer") and Shirogumi ("Godzilla Minus One") on a new animated property. A live-action label, The Kamen Rider Premium, will make hero action films for audiences beyond TV viewers.

What does the localization record show?

Before "Power Rangers," Toei exported Japanese series unchanged and struggled in the West; the breakthrough came from keeping only the characters and rebuilding the cast and drama in the U.S. "Power Rangers" has run there for more than 30 years, and in 2025 "Mighty Morphin Power Rangers" relaunched as "Re-Ignition" with Hasbro toys, a "Fortnite" collaboration and a Lego line. The 2023 Philippine remake "Voltes V: Legacy" peaked at a 58% rating and reached Japanese cinemas the next year.

Co-productions are multiplying. Toei signed a strategic partnership with Thailand's M Studio in February; with M Studio and Korea's Showbox it is adapting Ito Junji's "Long Hair in the Attic" as a premium Thai film. It backed "Dear Stranger," a Japan-Taiwan-U.S. film by director Mariko Tetsuya starring Gwei Lun-mei and Nishijima Hidetoshi, shot entirely in New York. Its Kyoto studio supports the Japan shoot of the U.S. thriller "Iris."

Under the Toei New Wave 2033 plan, the company aims to lift overseas sales from 30% to 50% of revenue, with Asia the focus. Yoshimura cited a global entertainment market growing 3.4% a year and said locally rooted content such as "Shogun" now crosses borders. Short-form is growing too: the 24-episode "Everyday Host Club" runs about three minutes per episode, and the vertical drama "Meshimori Onna" spans 30 episodes of one to two minutes. In Taiwan, Japanese films ranked second only to U.S. titles at the 2025 box office.

"We are looking for partners with whom we can plan, make and deliver compelling stories to the world together," Yoshimura said.