On August 8, NTT and TBS will establish a joint venture, “e6 ” to advance a next-generation edutainment business designed to foster the “ability to make one’s own decisions” in children growing up in the AI ​​era.
e6 is a new company formed to commercialize the “e6 project,” an initiative previously driven jointly by NTT and TBS. The company will develop original IP—such as “Emotional Knight”—and create AI-powered experiential content that allows users to immerse themselves in that world in real life. Furthermore, it will produce content that integrates seamlessly into everyday life, including digital games, smartphone apps, and trading card games. With an eye toward future theme park development, the company aims to introduce experiences into society where children can discover what they love and what they want to do while playing wholeheartedly.
e6 focuses on next-generation edutainment that nurtures the “ability to make one’s own decisions.” It delivers experiences that allow children to naturally engage with their own emotions and choices through empathy with and immersion in stories.
Centered on the world of “Emotional Knight,” the company will develop AI-driven attractions and interactive content for real-world experiences, rolling them out through collaborations with events, commercial facilities, educational institutions, local governments, and other companies. It will also create multiple touchpoints that blend into children’s daily lives, such as indie games, merchandise, and licensing ventures.
By combining NTT Group’s technologies—such as IOWN and tsuzumi—with TBS’s strengths in content production and IP development, the company aims to create a new edutainment market where technology and content converge.

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