Hasbro to Relaunch Beyblade Franchise Toy Line

NEW YORK/TOKYO/PAWTUCKET: Sunrights and d-rights have partnered with Hasbro to relaunch the Beyblade franchise with a new generation of toys in North America this year.

As part of the relaunch, 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. The third generation of Hasbro toys will be branded Beyblade Burst and will feature a dynamic “burst” component to the battling play pattern. The toys will also include a digital element for certain markets.

The Beyblade Burst toy range was launched in July 2015 in Japan by Beyblade originator Tomy Company. The new Beyblade Burst animated series, which is reimagined by production company OLM, will begin airing in Japan in April 2016.

Sunrights, the New York-based entertainment arm of Japanese production company d-rights, will handle the distribution of broadcast, non-toy merchandising and promotional rights for Beyblade Burst outside of Asia. Sunrights is currently in discussions with major broadcasters in both the U.S. and international markets for the Beyblade Burst animated series.

“We are thrilled to continue our longstanding relationship with the Beyblade franchise for the launch of [the] new Beyblade Burst line,” said Jerry Perez, the senior VP of marketing at 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.”

“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, the president of Sunrights. “Hasbro understands the brand and can best position the innovative toy line within the boys’ action space.”

Sunrights expects to announce new partnerships across multiple platforms, including broadcast, video game and other merchandising relationships later this year.