MIPTV Spotlight: Sunrights

CANNES: At MIPTV, Sunrights hopes to find partners outside of Asia for Beyblade Burst, the third installment of the animated boy-skewing franchise.

Beyblade Burst features a new cast of characters battling to become the best Bladers and making friends along the way. “The Beyblade brand has a tremendous history of international success with every launch and an extremely passionate global fan base,” says Daizo Suzuki, the newly appointed president of Sunrights. “The animation is a key brand entry point for a new generation of fans and it is critical that the content is compelling, exciting and fresh. While still very much a boys’ action show, this season has its share of humor along with a theme of competitive sports, both [of which are] relatable concepts for boys.”

Suzuki adds: “As the Western entertainment arm of a Japanese production company, Sunrights has a keen interest in adapting and harmonizing cultural themes to launch brands successfully across each market.”