Beyblade Powers Up New Partnerships

Brandora Editorial Staff - November 2022

Beyblade, with support from Japanese IP specialist ADK Emotions NY Inc. and Hasbro, continues to attract some of the world’s best-known entertainment brands with upcoming collaborations with WWE, Roblox and Anime NYC set to boost its international reach via in-person and livestream streaming events and new digital platforms.

WWE

With excitement and heart-pounding action at the heart of the franchise, Beyblade has found the perfect partner in WWE. Fans of both brands will be able to enjoy a range of Beyblade Burst activities before WWE Survivor Series taking place on Saturday, November 26 at TD Garden in Boston, including the chance to get hands-on with the Beys at a designated free-play section. There will be special prizes and offers available for visitors.

The event will be supported by media promotions from WWE Superstars The New Day, Xavier Woods and Kofi Kingston, and online content on UpUpDownDown, WWE’s premiere video game YouTube channel, kicking off with a video release in November featuring a star-studded cast of WWE Superstars.

ROBLOX

In the digital space, Beyblade is collaborating with global online game platform Roblox to create branded in-game activations within fighting game Ultra Power Tycoon (which has had 254.6M visits since it was created in 2021), and climbing game Tower of Misery (3.3B visits since 2020). The new content will be available for mobile, console, PC and Tablet starting from Thanksgiving weekend.

ANIME NYC

Beyblade Burst will be hosting a panel from 2.30–3.15pm on 18 November at Anime NYC, New York’s annual celebration of Japanese pop culture, held at New York’s Javits Convention Center from 18–20 November.

Representatives from Beyblade’s master toy partner Hasbro and adaptation experts ADK Emotions NY will take the audience on a deep dive into both Beyblade toy design and the animation process, giving fans a unique insight into how the brand is developed. The panel will conclude with a Q&A and trivia session, and a giveaway of the latest toys and exclusive Anime NYC merchandise to participants.

“We pride ourselves on our agility and creativity, and the speed at which we continue to adapt to a constantly changing landscape,” says an ADK Emotions NY representative. “We’re able to adjust our strategy quickly to speak to consumers wherever they congregate – be it online or at live events – and as we continue to power Beyblade into the future, we’ll be looking for new partnerships in licensing, merchandising and content categories across an increasingly wide range of platforms, while staying true to the Beyblade values of community and creativity.”

ADK continues to focus on international growth. This year’s launch of the official Beyblade TikTok channel, @beyblade_official – joining the brand’s ever growing YouTube presence – has further extended the franchise’s online reach. Satisfying fans’ demand for shorter form and socially accessible content, it includes footage from the vast Beyblade content archive as well as product unboxing and ASMR content (‘BEY-SMR’).

Beyblade Burst continues to be supported by a robust toy line from global master toy licensee Hasbro, while global broadcast partners for anime content include Disney XD (Beyblade BURST QuadDrive Season 6) and Netflix (Beyblade BURST Surge Season 5).