Nelvana Enterprises has appointed m4e as licensing and merchandising agent for Beyblade in Germany, Austria and Switzerland.
The firm represented the property - which is back with a new TV series and toy line called Beyblade: Metal Fusion - at the Licensing Day in March in Cologne. Negotiations have already begun with potential partners in several categories including textiles, home and living, publishing and toys.
Nickelodeon in Germany is due to air the 51 half-hour episodes of the new anime series from August. Hasbro is due to distribute its toy line around the same time, including spinning tops which can be customised.
A highlight of the campaign will be the online component, with a code supplied with each toy enabling children to log into a special website and match themselves against other players from around the world in a virtual competitive arena.