INK ALC has taken on representation for Beyblade — the popular spinning battle toy that has turned into a top boys’ animation property of the last two decades. Sunrights Inc., which manages the latest incarnation Beyblade Burst outside of Asia, has appointed INK ALC to rep the brand in the Nordics, CEE and Russia/CIS across media, consumer products, promotions and publishing.
Produced by d-rights, the Beyblade series followed a group of characters who form teams and do battle with one another using highly powerful spinning tops. The franchise was created by Tomy Company and was inspired by traditional Japanese battling tops, known as Bei-Goma. The property quickly became a worldwide hit, inspiring seven series, two movies and three spin-off series.
Beyblade Burst offers a fresh take on the original 1999 show, with brand new storylines and characters and a theme of real sports, competition and friendship aimed at increasing accessibility for the key demographic of boys ages 6-11.
A new toy line from Hasbro will tie into the themes of Burst, with spinning tops that burst apart when defeated, adding more excitement to battle play. The range will also include playset stadiums and accessories for battle customization. The new toys will also include a digital component for an immersive play experience.