Bulldog Licensing has been appointed by ADK Emotions NY and T-Licensing as the UK and Ireland licensing agent for Beyblade X – the fourth generation of the 25 year old classic toy brand.
Starting as Beyblade in 1999, then launching as Beyblade: Metal Fusion in 2008 and Beyblade Burst in 2015, the battling spinning tops and launchers have sold over 500 million toy units globally.
The toys have also inspired hit animated series: the show based on the most recent generation, Beyblade Burst, has been broadcast and streamed worldwide.
Beyblade X, which launched this summer in the UK and Europe, is billed as the fastest Beyblade ever, boasting a customisable three-piece system, die-cast metal battle layer, burst function and new gear system.
After its launch in Japan in July 2023, Beyblade X became one of the bestselling toy brands of the year in that country and is rolling out across multiple territories throughout 2024. It will be backed by a strong cross-media marketing presence, including a global strategy involving regional YouTube channels featuring animation, toy, influencer and trending content.
And of course, there are the all-ages Beyblade tournaments taking place all around the world and a new multi-language Roblox online gaming collaboration.
Supporting this activity will be a new TV series delivered by an all-star team of manga and anime greats and, of course, a major licensing campaign, managed in the UK and Ireland by Bulldog.
ADK Emotions NY and T-Licensing recently announced the launch of Beyblade X in several new global markets, with the UK premiere of the whole series dropping on BBC iPlayer today (Monday 19 August).
The Beyblade X licensing campaign encompasses multiple categories that range from kids’ and adults’ apparel to backpacks, lunchboxes, stationery, party goods, food, confectionery, publishing, collectables, digital gaming, apps and more, supported by promotions involving restaurants, stores and other partners.
“The design brilliance of Beyblade X and the Beyblade brand values of competition, strategy, community and friendship have once again produced a memorable generation of toys that are set to be a worldwide hit,” commented a representative from ADK Emotions NY. “The licensing campaign will further extend brand reach to the vast BEYBLADE fanbase and we’re delighted to be working with Bulldog, one of the leading agencies in Europe, to bring Beyblade X to multiple licensing categories across the UK and Ireland.”
Rob Corney, md at Bulldog Licensing, continued: “Beyblade X combines the powerful appeal of an established brand with the excitement of a new generation in a way that will galvanise demand both for the core product and for licensed product inspired by the brand. The arrival of Beyblade X in Europe is an extraordinarily exciting event and one we fully intend to support with a comprehensive and multi-category licensing strategy that does full justice to this incredible brand.”
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