The legendary BEYBLADE franchise is set to relaunch with a new generation, branded as BEYBLADE BURST. The BEYBLADE BURST series debuted in Japan on TV Tokyo in April 2016. The animation for the franchise is produced by d-rights, Inc. with over 300 episodes in the prior generations. The production company OLM has completely reimagined the new animated series. There is a brand new story line, all new characters, and a theme of real sports, competition and friendship which will increase accessibility for the brand’s core demographic of boys, aged 6-11 years. Tomy Company. Ltd. were the original toy developers of BEYBLADE, a modern battling top system inspired by traditional Japanese battling tops called “Bei-Goma” which became a global phenomenon in the following years.