Bulldog Licensing appointed to manage licensing for BEYBLADE X
Independent licensing agency Bulldog Licensing announces its appointment by ADK Emotions NY Inc. and T-Licensing Inc. as UK and Ireland licensing agent for BEYBLADE X – the fourth generation of the classic toy brand that has entranced kids and adults since it burst on the scene 25 years ago.
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.
The toys have also inspired hit animated series: the show based on the most recent generation, BEYBLADE BURST, has been broadcast and streamed worldwide.
Now with the arrival of BEYBLADE X, launched this summer in the UK and Europe, BEYBLADE’s already stellar success is about to reach 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.
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 massive cross-media marketing presence, including a global strategy involving regional YouTube channels featuring animation, toy, influencer, and trending content. And of course, there are iconic all-ages BEYBLADE tournaments taking place all around the world and a brand-new multi-language Roblox online gaming collaboration.
Supporting this activity will be an all-new TV series delivered by an all-star team of manga and anime greats and, of course, a major licensing campaign, managed in the UK and Ireland by Bulldog. ADK Emotions NY Inc. and T-Licensing Inc. recently announced the launch of BEYBLADE X in several new global markets, with the UK premiere of the whole series dropping on BBC iPlayer on Monday 19th August 2024.
The licensing potential of BEYBLADE X is clearly extraordinary, as the success of previous BEYBLADE generations makes clear. BEYBLADE BURST alone has inspired a wide range of SKUs, encompassing everything from bikes to bedding and from backpacks to books.
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 certainly extensive, encompassing 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.
A representative from ADK Emotions NY Inc says: “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. 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 UK and Ireland.”
Bulldog MD Rob Corney says: “BEYBLADE X combines the powerful appeal of an established brand with the excitement of a new generation in a way that will galvanise demand both for the core product and for licensed product inspired by the brand. 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.”
