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Hasbro Partners to Re-launch ‘Beyblade’

Hasbro Partners to Re-launch ‘Beyblade’
Hasbro has partnered with Sunrights and D-rights to re-launch the “Beyblade” franchise.

Japanese children’s series will be rebooted with new programming, toys.

Hasbro has partnered with Sunrights and D-rights to re-launch the “Beyblade” franchise.

Plans for the brand include a new TV series, toys from Hasbro and a range of other consumer products.

Later this year, Hasbro will distribute a new range of “Beyblade” toys in North America, followed by a wider launch in most major international markets next year. This new range of toys will be branded as “Beyblade Burst” and will feature a dynamic “burst” component. Hasbro will also include a digital component for certain markets.

Hasbro was a toy licensee for the brand in 1999 and 2008 for the first two generations of the toys.

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 also planning to add partners across multiple platforms such as broadcast and video games, as well as other merchandising relationships.

“Beyblade” was created and launched by Tomy Company in 1999 and includes seven TV series, two movies and three spin-off TV series. The new “Beyblade Burst” animated series is completely reimagined by production company OLM, with new characters, stories and battles. A new TV series will launch in Japan this April followed by other markets later this year.

“We are thrilled to continue our longstanding relationship with the ‘Beyblade’ franchise for the launch of the new ‘Beyblade Burst’ line,” says Jerry Perez, senior vice president, marketing, 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.”

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