Rocket Licensing is on board to bring the boy’s brand into categories spanning apparel, giftware, publishing, games, confectionery and more.

EUROPE–Sunrights Inc. has appointed Rocket Licensing to manage the U.K. licensing program for the boy’s action franchise “Beyblade Burst.”

Through the representation agreement, Rocket will aim to build a licensing program that will focus on a score of categories including apparel, giftware, publishing, games and puzzles, back-to-school, confectionery, home textiles, nightwear and bedware, stationery, swimwear and calendars.

“After hundreds of episodes and almost 15 years as a hit show, toy and licensed brand, the level of excitement the ‘Beyblade’ franchise generates remains awe-inspiring,” says Charlie Davidson, joint managing director, Rocket Licensing. “‘Beyblade Burst’ adds some twists and new ideas that have already proved wildly popular in Asia and the U.S. We have no doubt that the show and brand will be a massive hit throughout 2017 and beyond.”

Rocket’s licensing program for “Beyblade Bust” in the U.K. is expected to launch before Christmas and expand throughout 2018.