Independent licensing agency Bulldog Licensing has been appointed as UK and Ireland licensing agent for Beyblade X – the fourth generation of the classic toy brand that has entranced kids and adults since it burst on the scene 25 years ago.
Starting as Beyblade in 1999, then launching as Beyblade: Metal Fusion in 2008 and Beyblade Burst in 2015, the iconic battling spinning tops and launchers have sold over 500 million toy units globally.
“Beyblade X combines the powerful appeal of an established brand with the excitement of a new generation in a way that will galvanise demand both for the core product and for licensed product inspired by the brand”
Supporting this activity will be an all-new TV series delivered by an all-star team of manga and anime greats and, of course, a major licensing campaign, managed in the UK and Ireland by Bulldog. The UK premiere of the whole series dropped on BBC iPlayer on Monday 19 August.
Bulldog MD, Rob Corney, said: “Beyblade X combines the powerful appeal of an established brand with the excitement of a new generation in a way that will galvanise demand both for the core product and for licensed product inspired by the brand. The arrival of Beyblade X in Europe is an extraordinarily exciting event and one we fully intend to support with a comprehensive and multi-category licensing strategy that does full justice to this incredible brand.”
The licensing campaign, aimed at a core market of children to teens but with a strong nostalgia appeal to the adult market, is certainly extensive, encompassing multiple categories that range from kids’ and adults’ apparel to backpacks, lunchboxes, stationery, party goods, food, confectionery, publishing, collectibles, digital gaming, apps and much more, supported by promotions involving restaurants, stores and many other partners.
