Bandai Namco puts toy and game divisions merger in motion with new president

The wheels have been set in motion of a restructuring at Bandai Namco that will see the Japanese corporation merge its toy and gaming units ‘to better leverage its many IPs’ such as Pac-Man, Dark Souls, and Tekken.

Upon the release of its latest financial results, Bandai Namco confirmed that company veteran Masaru Kawaguchi was to move into the role of president and representative director, and lead ‘a new strategic direction’ at the company.

This direction includes pushing through plans to merge its toy and games business, reflecting what it has billed in a statement issued to the press as ‘a new era of dramatically changing sense of values and lifestyles.’

From April this year, Bandai Namco will push forward with these previously announced plans, part of which will see the corporation reduce its operating units from five to three.

Kawaguchi will assume his new role after a one year tenure as part-time director for all Bandai Namco Entertainment.

As part of the move, the Toys and Hobby Unit and Network Entertainment Unit will be merged into the Entertainment Unit. Meanwhile, the Visual and Music Production Unit and IP Creation Unit will be merged into the IP production Unit. Finally, the Real Entertainment Unit will be renamed Amusement Unit.

Bandai said: “From April 2021, each business will join together in a united effort to a greater degree than before under the All Bandai Namco concept in preparation for the next Mid-term Plan.

“The Company will reorganise its Unit structure to further strengthen its IP Axis Strategy in the global market, and will change to a new structure for its directors.”

By merging the toy games and toy divisions, Bandai Namco said it believed it would be able to better leverage its many IPs, which include Pac-Man, Dark Souls, Tekken and more.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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