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‘Kamen Rider’ Studio Toei Frames Generative AI Rules, Sets First Video Games for 2027
Toei, the Japanese studio behind “Kamen Rider” and Super Sentai, has introduced rules for generative AI and begun using it in film and video production. The company says AI can widen creative and business possibilities, and is also preparing to enter video games as part of a broader effort to grow its intellectual property and overseas business.
A dedicated team is testing production uses such as AI-created backgrounds, while a separate system is being developed to help less experienced producers estimate budgets. Toei Games plans to release three original titles from outside creators on Steam from early 2027, with console versions to follow. Toei is also expanding “Kamen Rider” through animation, live-action films and international markets, aiming to raise overseas sales from 30% to 50%.
In short
- Toei has begun using generative AI in film and video production.
- Three original Toei Games titles are planned from 2027.
- The company aims to lift overseas sales to half its total.
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The case for
Toei’s approach could help creators explore new visual ideas, make production planning more accessible and bring original games to a wider audience. With clear rules and human oversight, generative AI may support creative work while the company’s investment in new formats and international markets sustains its intellectual property and business.
The case against
Generative AI in production may raise concerns about how creative work is made, whose contributions it draws on and whether it could displace or devalue human artists. Expanding a well-known franchise and pursuing overseas growth may also put commercial reach ahead of distinctive local storytelling, while new AI-assisted processes could make creative and budget decisions less transparent.
Explained simply
Toei is a Japanese film and television studio best known internationally for Kamen Rider and Super Sentai, the action series that inspired Power Rangers. These characters and stories are examples of intellectual property: works a company owns and can develop across different formats and markets.
Generative AI is software that can create material such as images or video from instructions. Studios are exploring how it might fit into production, while considering questions about its use; Toei’s plans also include games made with outside creators and releases for international audiences.
Expanding into games, animation and overseas markets can give Toei more ways to earn from its existing and new stories. Its push reflects a wider effort by entertainment companies to bring familiar properties to audiences through several kinds of media.
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