Bulldog announces major apparel and accessories deal for BEYBLADE X

Hot on the heels of its appointment by ADK Emotions NY Inc. and T-Licensing Inc. as UK and Ireland licensing agent for BEYBLADE X, independent licensing agency Bulldog Licensing has announced its first licensing partnership for the chart-topping toy brand exciting kids and adults everywhere.

Cooneen & Misirli, leading manufacturers and suppliers of own-brand and licensed character apparel and accessories, are teaming up to produce BEYBLADE X daywear, nightwear, underwear and socks for all ages.

The look of the range will be inspired by exciting and colourful design assets based on both the already massively successful new toy – which was included in both toy retailer The Entertainer and Argos’ Top Toys for Christmas lists – and the recently launched BEYBLADE X animated series. The range will arrive at UK retail and be available online in spring 2025.

Starting as BEYBLADE in 1999, then launching as BEYBLADE: METAL FUSION in 2008 and BEYBLADE BURST in 2015, the iconic battling spinning tops and launchers have sold over 500 million toy units globally and inspired hit animated series.

With the arrival of BEYBLADE X, BEYBLADE’s already stellar success is reaching another level. The exciting new BEYBLADE X is the fastest BEYBLADE ever, boasting a customisable three-piece system, die cast metal battle layer, burst function and brand-new gear system.

BEYBLADE X was one of the best-selling toy brands of 2023 in Japan and rolled out across multiple territories throughout 2024, backed by a massive cross-media marketing presence, including a global strategy involving regional YouTube channels featuring animation, toy, influencer and trending content. There are also iconic all-ages BEYBLADE tournaments taking place all around the world and a multi-language Roblox online gaming collaboration, which has received over 13 million visits to date.

Supporting this activity is the new TV series available on BBC iPlayer in the UK and delivered by an all-star team of manga and anime greats. There are plans for a major licensing campaign, managed in the UK and Ireland by Bulldog, across all categories.

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

Ellie Griffiths, head of licensing for Cooneen and Christine Roberts, head of licensing for Misirli, says: “BEYBLADE is a gaming, TV and design phenomenon and BEYBLADE X takes the brand to an even higher level than its illustrious predecessors. With anticipation high for both the new toy and licensed product we’re thrilled to be one of the first UK and Ireland partners for the brand and to be working with Bulldog, one of the leading licensing agencies in Europe.”

Bulldog MD Rob Corney says: “We had an extraordinarily strong reaction to the fourth generation of BEYBLADE at BLE and are thrilled to have signed our first BEYBLADE X licensing partner so soon after our appointment as licensing agent for the brand. The growing excitement around BEYBLADE X, along with some fantastic design assets, bodes well for a comprehensive and multi-category licensing strategy that has already attracted names of the calibre of Cooneen & Misirli and will attract many more in the coming months.”