Hot on the heels of its appointment by ADK Emotions NY and T-Licensing as UK and Ireland licensing agent for BEYBLADE X, Bulldog Licensing has revealed its first licensing partnership for the chart-topping toy brand.
Cooneen and Misirli are teaming up to produce BEYBLADE X daywear, nightwear, underwear and socks for all ages.
The look of the range will be inspired by colourful design assets based on both the successful new toy – which was included in both The Entertainer and Argos’ Top Toys for Christmas lists – and the recently launched BEYBLADE X animated series.
The range will arrive at UK retail and be available online in spring 2025.
Starting as BEYBLADE in 1999, then launching as BEYBLADE: METAL FUSION in 2008 and BEYBLADE BURST in 2015, the battling spinning tops and launchers have sold over 500 million toy units globally and inspired hit animated series.
BEYBLADE X is the fastest BEYBLADE ever, boasting a customisable three-piece system, die cast metal battle layer, burst function and new gear system. It was one of the bestselling toy brands of 2023 in Japan and rolled out across multiple territories throughout 2024, backed by a healthy cross-media marketing presence, including a global strategy involving regional YouTube channels featuring animation, toy, influencer and trending content.
The new TV series is available on BBC iPlayer in the UK.
The BEYBLADE X licensing campaign encompasses multiple categories including apparel, backpacks, lunchboxes, stationery, party goods, food, confectionery, publishing, collectables, digital gaming and apps among others.
“BEYBLADE is a gaming, TV and design phenomenon and BEYBLADE X takes the brand to an even higher level than its illustrious predecessors,” commented Ellie Griffiths, head of licensing at Cooneen and Christine Roberts, head of licensing at Misirli. “With anticipation high for both the new toy and licensed product we’re thrilled to be one of the first UK and Ireland partners for the brand and to be working with Bulldog, one of the leading licensing agencies in Europe.”
Rob Corney, md at Bulldog Licensing, continued: “We had an extraordinarily strong reaction to the fourth generation of BEYBLADE at BLE and are thrilled to have signed our first BEYBLADE X licensing partner so soon after our appointment as licensing agent for the brand. The growing excitement around BEYBLADE X, along with some fantastic design assets, bodes well for a comprehensive and multi-category licensing strategy that has already attracted names of the calibre of Cooneen and Misirli and will attract many more in the coming months.”
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