Let It Rip … Beyblade is Back

The Japanese phenomenon that has won millions of fans, numerous awards and rave reviews is launching the next generation of battling tops based on the internationally successful Beyblade toy and programming franchise. Hasbro introduces its Beyblade: Metal Fusion line, making its North American debut this spring in Canada and launching in the United States this fall. Hasbro’s Beyblade: Metal Fusion battling-top toy line allows kids to collect, customize and compete like never before with a new, metal gear system and the introduction of an online virtual battle component.

In 2002, Hasbro successfully introduced Beyblade toys in countries around the world by teaming up with TOMY Company, Ltd. who distributed Beyblade toys in the Middle East and Asia. The brand was re-launched in Japan in 2008 via TOMY Company, Ltd. and has since sold almost ten million Beyblade: Metal Fusion tops and accessories with thousands of kids competing in BEYBLADE tournaments across the country. In 2010, through d-rights, Inc. and Nelvana Enterprises, Hasbro has been selected as the master toy licensee outside of the Middle East and Asia. Set to launch this fall the Beyblade: Metal Fusion animated series will feature 51 new episodes starring a fresh cast of characters.

“Beyblade is a powerful worldwide brand, and we are confident that a new generation will fully embrace our all-new line of high performance Beyblade battling tops,” said John Frascotti, chief global marketing officer, Hasbro, Inc. “The re-launch of Beyblade will provide kids with an immersive brand experience through great product and entertainment. Our Beyblade: Metal Fusion line takes a new approach to the top toy category, while the introduction of BeybladeBattles.com gives kids the opportunity to compete with other fans around the world like never before.”

With a focus on customization and high-performance competition, each top in Hasbro’s Beyblade: Metal Fusion line comes with five interchangeable parts, ready for kids to build and rebuild to maximize performance for battle. The Performance Tip determines competitive method (i.e. how aggressive a top will be in battle), the Fusion Wheel determines the weight of the top and the Spin Track determines movement patterns. Competition takes place in the BEYSTADIUM arenas. To get the action started, kids pull the top’s ripcord to launch it into play with the battle cry “LET IT RIP!” The last top spinning wins.

Taking top battles to the next level, each Beyblade: Metal Fusiontop package includes a unique code which unlocks the opportunity to battle head to head in real time against other Beybladers on BeybladeBattles.com. So, now kids can modify and battle Beyblade tops off and online!