What Tsuburaya Productions does

Tsuburaya Productions Co., Ltd. (株式会社円谷プロダクション) is a Tokyo-based, privately held Japanese entertainment company founded in 1963 by special effects director Eiji Tsuburaya. It is a subsidiary of Fields Corporation, which acquired the company in 1994 and took a majority stake in 2007. The company is the creator and rights holder of the Ultraman franchise, a tokusatsu (live-action special effects) series that debuted in 1966 and achieved a 42.8% peak viewership rating, spawning six decades of TV series, films, and related media now distributed in over 100 countries.

The company's core offering is a vertically integrated, cross-media IP stack built around the Ultraman character library. This includes ongoing TV series (currently Ultraman Omega, with Ultraman Teo premiering July 4, 2026), theatrical films distributed via TOHO NEXT, the proprietary TSUBURAYA IMAGINATION subscription streaming service, the Ultraman Card Game (a digital and physical TCG with dedicated mobile apps), and a merchandise business operated through the Tsuburaya Store (e-commerce), ULTRA MART TOKYO (Harajuku flagship), Ultraman World M78 shops at major Japanese transport hubs, and a Tmall flagship for China. Live-event revenue is generated through touring exhibitions (ULTRAMAN EXHIBITION 60th anniversary, Ultra Heroes EXPO festivals), themed restaurants (Kaiju Sakaba), and physical entertainment venues (Ultraman Athletics, Ultraman Stadium, M78 Ultraman Park).

Monetization is diversified across five identifiable streams: (1) broadcasting and streaming licensing to TV Tokyo's 6-station network and international partners, (2) merchandise and goods sales through owned retail and licensees, (3) live events and exhibitions, (4) games and card products, and (5) film and theatrical distribution. The go-to-market is event- and content-driven, with simultaneous domestic and worldwide streaming release for new series, and an aggressive B2B co-branding strategy (Hankyu Men's, Kameda Seika, hide k 1896) to extend brand reach. Primary customers are Japanese and international families with children, lifelong Ultraman fans, and B2B licensees seeking to leverage the IP. Notable strategic production partners include TV Tokyo and Dentsu for series co-production, and Netflix for the 2024 animated film "Ultraman: Rising" produced with Industrial Light & Magic.

Name

Tsuburaya Productions

Legal name

株式会社円谷プロダクション

Website

https://m-78.jp

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

1–10 employees

Short description

Tsuburaya Productions (founded 1963, Fields Corporation subsidiary) creates and monetizes the 60-year-old Ultraman tokusatsu franchise across TV, film, streaming, card games, live events, and merchandise, serving global families, lifelong fans, and B2B licensees.

Ownership category

akta.pro rank

Product category

Tokusatsu Entertainment Production

NAICS

Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Motion Picture and Video Distribution (51212)

SIC

Services-Motion Picture & Video Tape Production (7812), Services-Motion Picture & Video Tape Distribution (7822)

akta.pro primary industry

Animated Series Production (TV/Streaming) (MPADACAG)

akta.pro secondary industries

Content Syndication, Distribution & Rights Management Platforms (BPAMAJAN), Digital Content & Media Subscriptions (CRAFAIAA)

Keywords

• Tokusatsu production
• Superhero franchise
• Character licensing
• Live events
• Video streaming

Headquarters

HQ city

Tokio

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. Broadcasting & Streaming Licensing: Revenue from licensing Ultraman series to TV networks and streaming platforms domestically in Japan and internationally for worldwide distribution.
2. Merchandise & Goods Sales: Sale of licensed and original Ultraman merchandise including toys, apparel, accessories, books, and digital media through official stores and retail partners.
3. Live Events & Exhibitions: Ticket sales and revenue from large-scale events including Ultra Heroes EXPO festivals, ULTRAMAN EXHIBITION 60th anniversary exhibitions, hero shows, and meet-and-greet experiences.
4. Games & Card Products: Revenue from the Ultraman trading card game, mobile applications (Ultraman Puzzle Shuwa, Kaiju Palette), and digital card collection apps.
5. Film & Theatrical Releases: Box office revenue from theatrical documentary and feature film releases such as THE ORIGIN OF ULTRAMAN, distributed via TOHO NEXT and theater chains.

Pricing tiers

Go-to-market motion1 record

Distribution channels10 records

Marketing channels8 records

Core offering

Tsuburaya Productions creates, produces, and distributes the Ultraman tokusatsu franchise and related entertainment content including TV series, theatrical films, and animated productions. The company manages a 60-year-old character IP across multiple media formats, leveraging proprietary streaming (TSUBURAYA IMAGINATION), theatrical distribution, live events and exhibitions, trading card games, mobile applications, and a global licensed merchandise business to monetize the franchise across more than 100 countries.

Differentiator

Problem solved

Functional benefit

Brands

• TSUBURAYA IMAGINATION: Subscription video streaming service offering Ultra series content on demand
• ツブラヤストア (Tsuburaya Store)
• ULTRA MART TOKYO
• ウルトラマンワールドM78
• ウルトラマン カードゲーム (Ultraman Card Game)
• ウルトラヒーローズEXPO

Products and services

• Ultraman Teo (ウルトラマンテオ) New tokusatsu TV series featuring a protagonist who transforms into Ultraman Teo, broadcast on TV Tokyo's 6-station network with simultaneous worldwide streaming release for Japanese and international audiences.
• THE ORIGIN OF ULTRAMAN Documentary film celebrating the 60th anniversary of the Ultraman series, featuring testimonials from notable filmmakers including Guillermo del Toro, Hirokazu Kore-eda, and Hideo Kojima, distributed theatrically via TOHO NEXT.
• Ultraman Omega (ウルトラマンオメガ) New tokusatsu TV series featuring protagonist Ookida Sorato who transforms into Ultraman Omega using the red universe boomerang weapon 'Omega Slugger'.
• Ultraman: Rising Netflix animated film produced by Industrial Light & Magic featuring Ultraman, with music by Kenji Kawai, released to global Netflix audiences.
• Ultraman Arc THE MOVIE 超次元大決戦！光と闇のアーク Theatrical movie featuring protagonist Yuma who integrates with 'Rution' from a distant galaxy, released in 2024.
• Ultraman Blazar (ウルトラマンブレーザー) Tokusatsu TV series featuring a protagonist who transforms into Ultraman Blazar.
• TSUBURAYA IMAGINATION Proprietary subscription streaming platform offering on-demand access to the full Ultraman series catalog, exclusive original content, and new releases to global audiences.
• Ultraman Card Game (ウルトラマン カードゲーム) Official trading card game based on the Ultraman series, distributed through the Tsuburaya Store and specialty retail with a dedicated YouTube channel and mobile companion app.
• ULTRAMAN EXHIBITION -ウルトラマンシリーズ60周年展- Touring 60th anniversary exhibition of the Ultraman series featuring displays, merchandise, and interactive experiences at venues across Japan (e.g., SPACE LABO in Kitakyushu, July-August 2026). Tickets priced tiered by age group.
• Ultra Heroes EXPO 2026 (ウルトラヒーローズEXPO) Large-scale live stage shows and exhibitions featuring Ultraman hero performances, photo opportunities, merchandise sales, and meet-and-greet experiences held across major Japanese cities including Tokyo (Ikebukuro Sunshine City), Osaka (Umeda), and Fukuoka.

Quantifiable outcome

• 42.8% peak viewership rating achieved by the original Ultraman series in 1966, making it a social phenomenon in Japan
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Seeds Live (シーズ・ライブ)coreStrategic or Co-development PartnerSeeds Live co-planned and co-produced the ULTRAMAN EXHIBITION 60th Anniversary events with Tsuburaya Productions. Involved in the conceptualization and execution of the touring exhibitions across Japan.
• New Japan Air Conditioning (新日本空調)minorOthersNew Japan Air Conditioning served as a sponsor for the ULTRAMAN EXHIBITION 60th Anniversary event at SPACE LABO in Kitakyushu.
• Ji Outlet Kitakyushu (ジ アウトレット北九州)coreStrategic or Co-development PartnerJi Outlet Kitakyushu is a special cooperation partner for the ULTRAMAN EXHIBITION at SPACE LABO. The venue is located within the outlet mall complex in Kitakyushu, and the outlet runs cross-promotional events including large Ultraman statues and stamp rallies.
• TOHO NEXTcoreChannel Partner/ Reseller/ DistributorTOHO NEXT co-distributed (with Tsuburaya Productions) THE ORIGIN OF ULTRAMAN documentary theatrical release. TOHO NEXT handles distribution logistics for the film's theatrical run alongside the production company.
• TV Tokyo (テレビ東京)coreStrategic or Co-development PartnerTV Tokyo is a co-producer of Ultraman TV series, providing broadcast infrastructure through its 6-station network and handling domestic distribution. The network broadcasts new Ultraman series simultaneously with their global streaming release.
• Dentsu (電通)coreStrategic or Co-development PartnerDentsu serves as a co-producer of Ultraman TV series, leveraging its advertising and media expertise for broadcast and promotional activities.
• Hankyu Hanshin Holdings (阪急阪神ホールディングス)minorGTM or Marketing Partner60th anniversary collaboration campaign between Hankyu Men's and the Ultraman series. Hankyu Men's runs a limited-time co-branded marketing campaign featuring Ultraman-themed products and promotions at Hankyu Men's stores.
• Kameda Seika (亀田の柿の種)minorGTM or Marketing PartnerCollaboration between the Ultraman series (celebrating 60 years) and Kameda Seika's柿の種 snack brand (celebrating its own 60th anniversary). Special co-branded packaging and promotional campaigns launched in 2026.
• U-NEXTminorChannel Partner/ Reseller/ DistributorU-NEXT provides live streaming of Ultra Heroes EXPO stage events and distributes Ultraman content on its platform. Also used for delivering exclusive event content to subscribers.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Shogakukan: Shogakukan is a major Japanese publisher with diversified IP including manga (Detective Conan, Doraemon), media production, and character licensing operations. Comparable as a Japan-based IP conglomerate with cross-media (publishing, TV, film, merchandise) business.
• Sanrio: Sanrio operates a global character IP licensing business (Hello Kitty and 400+ characters) with merchandise, theme parks, and licensing across consumer categories. Comparable Japanese IP-driven entertainment/consumer products business with similar revenue mix of licensing and merchandising.
• Studio Ghibli: Studio Ghibli is a major Japanese film and animation studio with a globally recognized IP catalog (My Neighbor Totoro, Spirited Away) and theatrical distribution. Comparable as a Japan-based content production house with internationally beloved IP, though focused on animation rather than tokusatsu.
• Aniplex: Aniplex (Sony subsidiary) produces and distributes major Japanese anime IPs including Demon Slayer, Fate, and Sword Art Online across streaming (Crunchyroll), theatrical, and merchandise. Comparable IP-driven content production and global streaming distribution business.
• The Pokémon Company: The Pokémon Company manages a 25+ year Japanese character franchise across TV series, theatrical films, mobile games (Pokémon GO), trading cards, and global merchandise. Closely comparable multi-generational Japanese character IP with similar diversification across entertainment and consumer products.

Direct peers

• Bandai Namco Holdings: Bandai Namco manufactures toys, publishes games, and holds rights to Power Rangers and other Japanese tokusatsu properties globally. Comparable business model spanning IP licensing, toy manufacturing, game publishing, and amusement venues, competing for the same toy and gaming shelf space.
• Toei Company: Toei Company produces the dominant competing tokusatsu franchises — Kamen Rider, Super Sentai (basis of Power Rangers), and Dragon Ball — targeting the same Saturday-morning kids-and-family time slots with identical special-effects production model. Direct competitor for viewership, licensing partners, and merchandising shelf space.
• Hasbro: Hasbro is the global master toy licensee for Power Rangers (Tsuburaya's principal rival tokusatsu franchise) and operates a diversified IP-and-toy business across entertainment and consumer products. Directly comparable as a global toy/IP entertainment company competing in the same merchandising aisles worldwide.

Others

• Sega Sammy Holdings: Sega Sammy is a Japanese entertainment conglomerate spanning video games, pachinko, and character IP (Sonic the Hedgehog). Comparable diversified Japanese entertainment and IP business with global reach, though weighted toward gaming rather than tokusatsu.
• Tezuka Productions: Tezuka Productions manages the global IP estate of Osamu Tezuka (Astro Boy, Black Jack, Kimba) across animation, licensing, and merchandise. Comparable as a Japanese legacy IP production and licensing house, though smaller scale and focused on anime rather than live-action tokusatsu.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/tsuburaya-productions-co-ltd-

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Tsuburaya Productions