Bulldog Licensing to Manage Licensing for Beyblade X

Independent licensing agency, Bulldog Licensing, has announced it has been appointed by ADK Emotions NY and T-Licensing Inc. as the U.K. and Ireland licensing agent for Beyblade X – the fourth-generation toy brand.

The brand began as Beyblade in 1999, before launching as Beyblade: Metal Fusion in 2008 and Beyblade Burst in 2015. Since then, the toys have inspired animated series.

The latest addition to the range, the Beyblade X launched this summer in the U.K. and Europe and is the fastest Beyblade yet, thanks to a customizable three-piece system, die-cast metal battle layer, burst function and new gear system.

After its launch in Japan in July 2023, Beyblade X became one of the best-selling toy brands of the year in that country and is rolling out across multiple territories throughout 2024, backed by a cross-media marketing presence, including a global strategy involving regional YouTube channels featuring animation, toy, influencer and trending content. In addition, there are all-ages Beyblade tournaments taking place all around the world and a new multi-language Roblox online gaming collaboration.

Supporting this activity will be a major licensing campaign, managed in the U.K. and Ireland by Bulldog, and a new TV series delivered by an all-star team of manga and anime greats. ADK Emotions NY and T-Licensing recently announced the launch of Beyblade X in several new global markets; the U.K. premiere of the whole series dropped on BBC iPlayer on Aug. 19.

Related:Hasbro Brings ‘Beyblade X Tour’ to Cities Across North America

The Beyblade X licensing campaign, aimed at a core market of children to teens but with a strong nostalgia appeal to the adult market, is extensive, encompassing multiple categories that range from kids’ and adult apparel to backpacks, lunchboxes, stationery, party goods, food, confectionery, publishing, collectibles, digital gaming, apps and more, supported by promotions involving restaurants, stores and many other partners.

“The design brilliance of Beyblade X and the Beyblade brand values of competition, strategy, community and friendship have once again produced a memorable generation of toys that are set to be a worldwide hit,” says a representative from ADK Emotions NY. “The licensing campaign will further extend brand reach to the vast Beyblade fanbase, and we’re delighted to be working with Bulldog, one of the leading agencies in Europe, to bring Beyblade X to multiple licensing categories across the U.K. and Ireland.”

“Beyblade X combines the powerful appeal of an established brand with the excitement of a new generation in a way that will galvanize demand both for the core product and for licensed product inspired by the brand,” says Rob Corney, managing director, Bulldog Licensing. “The arrival of Beyblade X in Europe is an extraordinarily exciting event and one we fully intend to support with a comprehensive and multi-category licensing strategy that does full justice to this incredible brand.”