Hasbro To Relaunch Beyblade

Sunrights and d-rights have joined with Hasbro to relaunch the legendary BEYBLADE franchise. Later this year, Hasbro will distribute a new generation of Hasbro BEYBLADE toys in North America, followed by a broader launch in most major international markets in 2017. This third generation of Hasbro toys will be branded BEYBLADE BURST and will feature a dynamic “burst” component, bringing more excitement to the successful battling play pattern. Hasbro’s toys will also include a digital component for certain markets.

The BEYBLADE BURST toy range launched in July 2015 in Japan by BEYBLADE originator Tomy Company, Ltd. and is already becoming hugely popular with fans. The new BEYBLADE BURST animated series will begin airing in Japan in April 2016. The BEYBLADE BURST animated series is completely reimagined by production company OLM, with all new characters, stories and dramatic battles.

“We are thrilled to continue our longstanding relationship with the BEYBLADE franchise for the launch of new BEYBLADE BURST line,” said Jerry Perez, Senior Vice President of Marketing, Hasbro. “The innovative battling play of the ‘burst’ component, along with the exciting new series, will help make this property a favorite for BEYBLADE fans.”

Sunrights, Inc., the fast growing New York based entertainment arm of Japanese production company d-rights, Inc. will handle the distribution of broadcast, non-toy merchandising and promotional rights for BEYBLADE BURST outside of Asia. Sunrights, Inc. is actively engaged in placement discussions with major broadcasters for the BEYBLADE BURST animated television series, in both U.S. and international markets.

“The BEYBLADE brand has enjoyed massive success with each of its global launches, and we are excited to bring the BEYBLADE phenomenon to a new generation of fans through our longstanding relationship with Hasbro,” said Hiro Nishimura, President of Sunrights, Inc. “Hasbro understands the brand and can best position the innovative toy line within the boys’ action space.”

Along with the BEYBLADE BURST toy line and animated series, Sunrights, Inc. expects to announce new partnerships across multiple platforms including broadcast, videogame, and other merchandising relationships later this year.

The BEYBLADE franchise was created by Tomy Company, Ltd. as a modern battling top system inspired by traditional Japanese battling tops called “Bei-Goma”. The BEYBLADE brand launched in 1999 and became a global phenomenon with two full generations to date, including seven series, two movies, and three spin off series. The brand has been a massive hit with broadcasters and retailers in over 80 countries. Hasbro was a toy licensee in 1999 and 2008 for the first two generations of the toys.