Ink ALC is on board to support Sunrights’ animated series.

Sunrights has appointed Ink ALC to represent the “Beyblade Burst” brand in the Nordics, CEE, Russia and CIS.

Ink ALC will now represent the brand across media, consumer products, promotions and publishing. Sunrights will continue to manage the brand outside of Asia.

“We are excited to rekindle the successful relationship with Ink ALC from prior ‘Beyblade’ generations and watch the franchise expand in the Nordics, CEE and Russia/CIS with ‘Beyblade Burst,’” says Daizo Suzuki, president, Sunrights.

“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. In February, Sunrights partnered with Hasbro to re-launch the franchise.

“Having worked with ‘Beyblade’ in the past we know what a strong and popular property it is,” says Claus Tomming, director, Ink ALC. “Kids love the show and the new series is going to cause huge excitement and lead to significant merchandising opportunities. With Hasbro on board as master toy licensee the brand has a fantastic foundation and I’m sure we’ll be announcing on new deals very soon.”