Sunrights and D-Rights have joined forces with the global play company, Hasbro to relaunch the popular Beyblade franchise.
The new partnership will see Hasbro kick off the relaunch with a new generation of Beyblade toys - this time called Beyblade Burst - in the US, before rolling out to the rest of the world in 2017.
The Beyblade Burst toy range has already been met with success having launched in Japan in July 2015 by Tomy, while the new Beyblade Burst animated series will debut in Japan this April.
The new series will feature an entirely new cast of characters in a re-imagination helmed by production company OLM.
Meanwhile, Sunrights – the New York based entertainment arm of Japanese production company D-Rights – will distribute broadcast, non-toy merchandising and promotional rights for Beyblade Burst outside of Asia.
“We are thrilled to continue our longstanding relationship with the Beyblade franchise for the launch of the new Beyblade Burst line,” said Jerry Perez, senior vice president of marketing, Hasbro.
“The innovative battling play of the burst component, along with the exciting new series, will help make this property a favourite for Beyblade fans.”
Along with the new toy line and animated series, Sunrights will look to develop a wider licensing portfolio for the Beyblade Burst brand with videogames and other merchandising relationships to be announced later this year.
“The Beyblade brand has enjoyed massive success with each of its global launches, and we are excited to bring the Beyblade phenomenon to a new generation of fans,” said Hiro Nishimura, president of Sunrights.