Toei Animation’s ‘Hypergalactic’ set to launch with innovative marketing on Roblox and Fortnite

A new era for anime marketing

In a groundbreaking move, Toei Animation is set to launch its upcoming English-language film, Hypergalactic, using popular gaming platforms Roblox and Fortnite as key marketing tools. This strategy marks a significant shift in how new properties are introduced to global audiences, leveraging the expansive ecosystems of these platforms to create a buzz around the film.

The creative minds behind ‘Hypergalactic’

Directed by David N. Weiss (known for Shrek 2 and The Smurfs) and Joseph Chou (of Blade Runner 2022: Black Out and Ghost in the Shell fame), and created by Oshima Naoto, Hypergalactic promises to be an exciting adventure. The story follows a teenage girl and her baby brother in a futuristic world as they seek to reunite with their missing parents by liberating Earth’s forgotten protector, Ohkan. The voice cast includes Adam Devine, J.K. Simmons, Sam Richardson, and Elsie Fisher.

The role of Spaceport in the marketing strategy

While traditional film licensing is being handled by Europe’s Charades, the digital tech company Spaceport, based in Los Angeles and Boston, has been enlisted to power the countdown to the film’s release, expected in 2025. Spaceport’s mission is to create a fanbase for this new property through user-generated content (UGC), such as fan trailers, apparel, and other merchandise.

Leveraging user-generated content

Spaceport’s technology allows Toei Animation to license Hypergalactic content to multiple game developers and content creators simultaneously. This strategy aims to build a larger pool of content for users, providing more opportunities for the brand to resonate with both new and existing fans. This approach represents a shift from traditional retail economy thinking to a UGC economy strategy.

The power of Roblox and Fortnite

Roblox and Fortnite are more than just gaming platforms; they are expansive ecosystems with over 80 million daily average users, comprising both players and creators. By enabling licensing across these platforms, Spaceport and Toei Animation are encouraging UGC communities to interact with their anime IP. Toei Animation has a long history of dedicated fan engagement, and this partnership aims to deepen that connection.

Insights from industry leaders

Le Zhang, founder of Spaceport, explains, “Traditionally, marketers spend a lot of money producing a title and creating a branded experience, but they have to compete organically with all the other content that users are creating. What Spaceport allows brands like Toei Animation to do is to scalably license their IP to the fan bases within Roblox and Fortnite, creating experiences and gameplay loops to engage other fans.”

Ikezawa Yoshi, head of international co-production at Toei Animation, adds, “At Toei Animation, we’ve been producing Japanese anime and having a physical licensing business for many years, but the audience today has changed how they experience and enjoy entertainment. Simply releasing media doesn’t satisfy our audience. They want to get into the universe and interact with the characters they like. That’s where we see opportunities.”

A significant milestone for Toei Animation

This partnership with Spaceport is a significant milestone for Toei Animation, showcasing the vast potential of UGC platforms to revolutionize entertainment and fan engagement. The film is produced by Ikezawa, with executive producers Morishita Kozo, Takagi Katsuhiro, and Tim Kwok. Animation production is handled by Tenh Animation Magic in Tokyo.

Explore more

For those eager to dive deeper into the world of Hypergalactic, check out the trailer and stay tuned for more updates as the release date approaches. This innovative approach to marketing and fan engagement is set to redefine how new properties are introduced to the world, making Hypergalactic a film to watch out for in 2025.