Toei Animation Unveils ETERNA Animation—A New Era of Original Productions

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 Toei Animation Unveils ETERNA Animation—A New Era of Original Productions



Toei Animation announced the launch of ETERNA Animation, its long-awaited original production brand designed to champion fresh IP and bold storytelling. ETERNA Animation marks Toei’s strategic push beyond legacy franchises, aiming to cultivate new creative talent and bring fully original anime projects to screens worldwide.

In their March 28, 2025, press release, Toei Animation’s president Katsuhiro Takagi described ETERNA Animation as “a home for stories that transcend time,” emphasising the studio’s desire to diversify its roster with works unbound by existing manga or toy lines. Unlike Toei’s renowned series—One Piece, Dragon Ball, and Sailor Moon—the new label will green-light projects conceived from the ground up, from concept art to final cut, under a banner meant to last “long into eternity”.

“We have thrived by bringing beloved franchises to life,” Takagi said, “but now is the moment to give voice to entirely new worlds—and to the creators who dream them.”

By establishing ETERNA Animation, Toei formally commits dedicated development resources, with a specialised team scouting directors, writers, and designers eager to break out of genre conventions. The brand’s infinity-inspired logo underscores that vision: limitless possibility.

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First Slate & Fan-Friendly Surprises

While specific titles are still under wraps, ETERNA Animation revealed a handful of tantalizing details:

  • Feature-Length Debut: The brand’s inaugural project will be a theatrical film slated for 2026, blending high-concept fantasy with Toei’s signature animation quality.

  • Creator Open Call: Emerging writers and illustrators can submit proposals through Toei’s website, with a quarterly pitch contest awarding development partnerships.

  • Collaborative Workshops: Starting this summer, ETERNA will host online masterclasses in storyboarding, character design, and sound direction—open to fans and aspiring professionals alike.

For long-time Toei followers, the fan-friendly outreach is a clear invitation: this isn’t just an industry gambit but a celebration of anime’s creative heartbeat. Aspiring animators can catch behind-the-scenes livestreams, and enthusiasts will be able to vote on early character concepts via social media.

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Source: Comic Natalie

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