Nelvana Enterprises and Hasbro have joined forces to open a dedicated Beyblade boutique in Toys R Us Times Square.
The boutique will showcase Beyblade products in the international flagship store throughout February and across a range of categories.
Items available in the Beyblade-branded environment include exclusive New York-themed t-shirts from Hybrid, electronics from Jazzwares and DVDs from Vivendi. Beyblade product demonstrations will also take place throughout the day.
"I can't think of a better way to celebrate the Beyblade phenomenon than by showcasing the brand in a dedicated boutique at Toys R Us Times Square - one of the world's premiere toy stores," said Colin Bohm, MD of Nelvana Enterprises. "We are thrilled to team up with Toys R Us and Hasbro on this initiative, and know that fans will love this exciting and immersive retail experience."