Independent licensing company, Rocket Licensing has been appointed by rights management company Sunrise to manage the UK licensing efforts for Beyblade Burst, which represents Beyblade's third generation.
The television show is targeted towards six to 12-year-old boys and first appeared in western markets in 2002. The first season of the latest generation Beyblade Burst (51x22) is now airing in over 80 countries worldwide.
The brand’s master toy licensee Hasbro has produced an extensive line of battling tops. In previous generations, the brand was a hit with over 400 licence partners globally and retail toy sales grossing over $3.65 billion.
In the UK, Rocket is building on the established appeal of the brand to grow a licensing campaign that will focus on a wide range of categories including apparel, giftware, publishing, games and puzzles, back to school, confectionery, home textiles, nightwear and bedware, stationery, swimwear and calendars. The launch campaign is expected to begin before Christmas and expand over 2018.
“After hundreds of episodes and almost 15 years as a hit show, toy and licensed brand, the level of excitement the Beyblade franchise generates remains awe-inspiring," commented Charlie Davidson, joint MD, Rocket Licensing.
"Beyblade Burst adds some twists and new ideas that have already proved wildly popular in Asia and the US. We have no doubt that the show and brand will be a massive hit throughout 2017 and beyond.”
The franchise enjoyed strong interest at BLE and has already proved a hit in Japan and the US, where the show has been airing since December 2016.
Beyblade already boasts broadcast partners across Europe, North America, Latin America, the Middle East and Australia, many of which launched earlier this year or are about to launch. In the UK, Beyblade Burst launched on Pop Max in October.
The global launch programme has been supported by advertising across multiple media and has also involved digital marketing, food promotions, PR and special events.