Nelvana's Beyblade spins up a storm in Germany

m4e reports strong toy sales, online presence and increased TV audience for Metal Fusion.
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The German agent for Beyblade: Metal Fusion is reporting strong sales for the toy line in the territory, with Hasbro shifting over 500,000 units since launch in September.

On the back of this success - the TV series is reaching viewing rates of up to 35 per cent in the target group of six to 13 year-old boys - the licensing programme will expand further in 2011.

The d-rights and Nelvana Enterprises animation has been broadcast since September 13th on Nickelodeon and is watched daily by up to 110,000 children. The 51 episodes of the current season will be repeated from February 2011, with Nickelodeon also keen to sign up a new season from September 2011.

Following its initial success, Hasbro is lining up further spinning tops, including accessories, for launch in autumn 2011.

"The enthusiasm from the young fans goes far beyond even our boldest expectations," commented Markus Grobweischede, marketing director of Hasbro Germany.

Elsewhere, Egmont has enjoyed strong take up of its Manga comic books, which launched in October; Konami is rolling out video games; and Panini is planning a magazine launch for January 2011. Textiles and accessories by Van der Erve and a home and living collection from Belltex will follow in the spring, as well as a shoe line from Leomil.


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A huge success in the early Noughties, Beyblade is back. We find out how it's moved with the times.

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