New agents kick off Beyblade push

Property boosted by CPLG, Kidz Entertainment, Brand Licensing, m4e, CLM and Lagardére.
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Nelvana has begun the licensing drive for the hotly tipped Beyblade: Metal Fusion in earnest, appointing a number of international agents, plus a raft of new licensees in the US and Canada.

The boy’s action property already has Hasbro on board as master toy partner for most international markets outside of Asia, and now several well-respected agents will be building the merchandise programme across key territories.

CPLG will represent the property in the UK, Ireland and Spain; Kidz Entertainment/EEMC has picked up the rights for Eastern Europe and the Nordic region; Lagardére Active has been appointed in France; Brand Licensing will look after Beyblade in Israel; m4e has Germany, Austria and Switzerland; and CLM has been awarded South Africa.

Hasbro’s toy line has already launched in Canada and is due to hit shelves in the US, UK, France, Germany, Spain, Italy, Scandinavia, Austria, Switzerland, Benelux, Australia and New Zealand in the autumn. The range features an innovative metal gear system and an online virtual battle component. Since its relaunch in Japan in 2008 by Tomy, over 17 million tops and accessories have been sold.

On top of this, Nelvana has signed up a plethora of new licensees covering the US and Canada. These include Accessory Innovations (bags/accessories); MZ Berger (clocks/watches and game pens); Tech4Kids (flashlights/sporting goods); Basic Fun (keychains); Jack Guttman Inc. DBA Bakery Crafts (cake décor); Dizzy Heights Entertainment (dog tags); Adorable Lingerie (sleepwear); Fame Jeans (sportswear); and Black & White (footwear).

Further deals are due to be revealed shortly. Beyblade: Metal Fusion will be a key property for Nelvana at Licensing International. The firm can be found on booth 4832.

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