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According to an interview with members of Sunrise the studio was founded by former members of Mushi Production in 1972, under the name.

Rather than having production of anime revolve around a single creator, as was the case for Mushi, which was headed by Osamu Tezuka, Sunrise decided that production should focus around the producers, a strategy that continues to this date.

The market for mainstream anime, such as manga adaptations, sports shows, and adaptations of popular children's stories, was dominated by existing company, and as such, Sunrise decided to focus on robot anime, which were known to be more difficult to animate, but could be used as promotion to sell toys.

Sunrise's specialization on robot anime continues to this date.