Licensing program for Japanese children’s series will launch in Canada this fall with the U.S. following in January.

Hasbro has partnered with Sunrights and D-rights to launch “Beyblade Burst” in North America with a toy line that integrates with a new app, as well as an animated series.

Hasbro’s new product line will feature a dynamic “burst” component and will initially launch with customizable “Beyblade Burst” tops, a “Beyblade Burst” beystadium and “Beyblade Burst” epic rivals battle set for fans to participate in head-to-head competitions.

The new product line will be available in Canada at Toys ‘R’ Us in September, followed by additional retailers in Canada later in 2016. Meanwhile, it will hit U.S. shelves in January with Europe, Latin America and other markets to follow in 2017.

Meanwhile, the “Beyblade Burst” app will enable players to scan their branded tops into the app to interchange components with other tops in their virtual collection and battle digitally. It will also include a local multiplayer experience a tournament mode. The “Beyblade Burst” app is now available for iOS and Android devices in the U.S. and Canada.

“We are excited to reinvent the ‘Beyblade’ franchise with the ‘Beyblade Burst’ product line and app experience,” says Jerry Perez, senior vice president, marketing, Hasbro. “The breakthrough new burst component, combined with our most in-depth integrated digital experience ever, allows fans to engage in epic ‘Beyblade’ battles and strive to become a ‘Beyblade’ master.” 

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

“We are thrilled to see this new generation come to life through the ‘Beyblade Burst’ toy line and digital app,” says Daizo Suzuki, president, Sunrights. “The animation brings exciting new characters, stories and battles to a new generation of fans who can participate in an immersive digital world of ‘Beyblade Burst.’”