GENDA, which operates amusement facilities such as GiGO, announced on the 24th that it will form a business alliance with Sanrio. The two companies aim to improve their corporate value by expanding prize offerings that use Sanrio character IP at amusement facilities in Japan and overseas. In addition to operating GiGO in Japan, GENDA operates about 13,000 amusement facilities and mini-locations in North America through consolidated subsidiaries. Through this alliance, the companies will increase the frequency and scale of GENDA-exclusive prizes featuring Sanrio characters at these stores, and will also jointly pursue store decoration planning, promotions in North America, and new store openings. The two companies will also consider collaborating on media mix development of content. The impact on consolidated results for the fiscal year ending January 2027 is expected to be minor.
GENDA Inc.GENDA gains exclusive Sanrio prizes and joint promotions, boosting customer appeal.
Sanrio Co. Ltd.Sanrio's IP will be used in more prizes and promotions, expanding its licensing reach.
