Ink ALC to Rep Beyblade Burst

LONDON: Sunrights has named Ink ALC as representative of the Beyblade boys’ property in the Nordics, Central and Eastern Europe, and Russia/CIS across media, consumer products, promotions and publishing.

As part of the deal, Ink ALC will handle the rights for the brand’s latest incarnation, Beyblade Burst. The new series is geared toward boys ages 6 to 11. It offers brand-new stories and characters, plus themes dealing with competition and friendship. The animated series is produced by d-rights. Sunrights manages the Beyblade Burst brand outside of Asia.

Additionally, a new toy line from Hasbro will tie into the themes of the show, with spinning tops that burst apart on defeat. The range will also include stadiums and accessories for kids to customize their battles, and the toys will include a digital component for a fully immersive gaming experience.

“Having worked with Beyblade in the past, we know what a strong and popular property it is,” said Ink ALC Director Claus Tomming. “Kids love the show and the new series is going to cause huge excitement and lead to significant merchandising opportunities. With Hasbro on board as master toy licensee, the brand has a fantastic foundation and I’m sure we’ll be announcing on new deals very soon.”

“We are excited to rekindle the successful relationship with Ink ALC from prior Beyblade generations and watch the franchise expand in the Nordics, CEE and Russia/CIS with Beyblade Burst,” said Daizo Suzuki, the president of Sunrights.