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Toshiba Entertainment Becomes Showgate Inc.

posted on 2007-05-24 17:37 EDT
Name change comes after acquisition by advertising firm

On June 1, Japanese anime production and distribution company Toshiba Entertainment Inc. will be officially renamed Showgate Incorporated. The company was previously known as Amuse until 2003, making this the second time the company has undergone a name change in the past decade. Toshiba Entertainment has handled production for a wide variety of anime projects, including Genshiken, Noein and Shakugan no Shana.

The name change comes after Toshiba Entertainment was acquired by advertising firm Hakuhōdō on May 1 through a transfer of all stock holdings to the firm. Currently, all media parter companies held by Hakuhōdō retain 100% of their own incorporation rights. The name change was deemed necessary to reflect the lack of ties with the Toshiba Group, since the acquisition marks the end of ties with the larger Toshiba congolomerate.

Through mergers and acquisitions, all of Japan's three largest advertising companies now have ties to the anime industry in the area of production and distribution. In 2003, advertising firm Dentsu purchased Pioneer LDC and subsequently changed the company name to Geneon Entertainment.

Source: Anime! Anime!

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