Hasbro Extends Partnership with Takara TOMY, ADK Emotions NY for ‘Beyblade X’

Hasbro has announced the renewal of its long-standing partnership with TOMY Company, T-Licensing and ADK Emotions NY to launch Beyblade X, the next generation of “Beyblade”-themed products. Following a July debut in Japan, the Generation 4 products will expand the global launch in the fall, coinciding with the brand’s 25th anniversary.

Beyblade X introduces a new spin on the toy line, commemorating previous generations while introducing new gear innovation, allowing Tops to speed into high gear for explosive battles. Beyblade X offers Tops identical in weight, feel and performance across Hasbro and Takara TOMY, along with additional Hasbro Tops.

“Beyblade X is special in that we have combined fan-favorite elements from each generation into a system with amazing, brand-new features, resulting in extreme speeds and epic battles,” says Tom Warner, senior vice president, global brands, Hasbro. “There will be something for everyone, whether you’re a long-time fan or just starting your Blading journey.”

The Generation 4 products will bring the world of “Beyblade” animation and toys together around “Beyblade X,” the latest installation of the series. In the new episodes, a rag-tag team of Bladers come together as friends and battle their way up The X to prove themselves against the best of the best.

“‘Beyblade X’ promises to deliver the excitement and innovation fans love with the brand-new toy line and animated series, and the franchise is set to drive incredible engagement on a global scale,” says Daizo Suzuki, representative, T-Licensing.

“We are incredibly excited to continue our partnership with Hasbro to launch the next generation of ‘Beyblade’ products and deepen fan connections with the brand,” says Shunichi Ogawa, representative, ADK Emotions NY. “We are looking forward to making the ‘Beyblade’ experience as rich as possible while catering to both our long-standing community members and newcomers alike.”

Hasbro will join fans in celebrating the new series, “Beyblade’s” 25th anniversary and the global launch of Generation 4 products by giving them opportunities to commemorate the brand’s legacy through various activations throughout the year ahead.

The “BEYBLADE X” anime premiered Oct. 6 on TV Tokyo in Japan. The U.S., Europe, Latin America and PAC anime premieres will follow in 2024.