Final Fantasy Has A New Brand Manager

Illustration for article titled Final Fantasy Has A New Brand Manager
Screenshot: PlayStation

For over a decade, Shinji Hashimoto was the brand director for Square Enix’s Final Fantasy. He has stepped down, and Yoshinori Kitase became his successor last month.

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Kitase, of course, has had a storied career at Square Enix, working as director on Final Fantasy VI, Chrono Trigger, Final Fantasy VII, Final Fantasy VIII, and Final Fantasy X. More recently, he produced Final Fantasy VII Remake.

Illustration for article titled Final Fantasy Has A New Brand Manager
Screenshot: Square Enix

The news was recently announced at the Final Fantasy XIV Digital Fan Festival. During this event, producer Naoki Yoshida thanked Hashimoto for supporting him and credited the exec for valuable contributions to all the Final Fantasy games over the past decade.

One of Hashimoto’s most memorable moments as brand director was at the PlayStation 4 press conference in 2013. He took the stage to announce one more bit of information. “I would also like to announce that we are preparing for the development of a Final Fantasy title,” he said. “Please be excited for E3 this year. Thank you much.” And with that, Hashimoto left the stage and created a meme.

Illustration for article titled Final Fantasy Has A New Brand Manager
Screenshot: PlayStation

The sixty-three-year-old Hashimoto isn’t leaving Square Enix, however, and will remain in an executive role.

Originally from Texas, Ashcraft has called Osaka home since 2001. He has authored six books, including most recently, The Japanese Sake Bible.

DISCUSSION

Korbei83
Korbei83

Hashimoto has done a garbage job managing the brand of their flagship series since Sakaguchi was sacked. He should have been fired after FF13. And Kitase is just as inept and unworthy of the position. He too should have been fired after 13. And while we’re at it, get Nomura the fuck out of there too. These people have wasted SO MUCH time and money moving the franchise nowhere at all.

Yoshida has been the best thing to happen to the franchise since the release of FF12 in 2006 which neither Kitase or Nomura was involved in. He's the only one there that seems to actually get the core and soul of what the series is about; Warriors and Mages fighting over crystals.