Spearheading the Hasbro Beyblade online launch is a new website - www.beybladebattles.com - which goes live this month.
The site will give consumers the opportunity to use unique codes carried on-pack to unlock the virtual Beyblade battling site.
The website also enables players to customise virtual tops and take them into live battle against other bladers across the world.
During September, Hasbro will be publicising the site by running a 90-second online Beyblade viral video featuring Let it Rip, which is also available as a free download from the site. The video can be seen on the home page.
In addition, it will be featured on Nickelodeon Beyblade microsites, along with social network sites such as Facebook and Twitter.
Also in September, Hasbro will be partnering with Nickelodeon online to run a range of activities including games, homepage takeovers, skyscrapers and leaders.
All of this activity will be a complement to the current online presence on the Beyblade micro site and Nelvana Enterprises’ Beyblade brand site at www.beyblade.com.