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Beyblade brand powers up with new partnerships

Powerhouse battle franchise, Beyblade – with support from Japanese IP specialist ADK Emotions NY and Hasbro – is continuing to attract some of the world’s top entertainment brands, confirming a trio of new collaborations.

The new tie-ups will look to boost the franchise’ international reach via in-person and live stream streaming events and new digital platforms.

A collaboration with WWE will enable fans of both brands to enjoy a range of Beyblade Burst activities before WWE Survivor Series on 26 November at TD Garden in Boston. This will include the chance to get hands on with the Beys in a dedicated free-play section, while there will also 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 video game YouTube channel.

In the digital space, Beyblade is collaboration with game platform Roblox to create branded in-game activations in fighting game Ultra Power Tycoon – which has had 254.6 million 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.

Meanwhile, Beyblade Burst hosted a panel on 18 November at Anime NYC – New York’s annual celebration of Japanese pop culture, held at the Javits Convention Center. Representatives from Hasbro and ADK Emotions discussed the toy design and animation process, giving fans an insight into how the brand is developed.

“We pride ourselves on our agility and creativity, and the speed at which we continue to adapt to a constantly changing landscape,” commented 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.”

On top of all this, the 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.

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