BEYBLADE has been spinning its way into the pop-culture lexicon for more than two decades with battling top toys and arenas and animated content. Fans have latched onto the brand in a big way — and now ADK Emotions NY Inc. (ADK) is ready to celebrate BEYBLADE’s 25th anniversary with new products and content. The Toy Book touched base with ADK to chat about what’s in store for the popular brand.
The Toy Book: What is new in 2023 for BEYBLADE Burst?
ADK Emotions NY Inc.: In 2023, we are excited to build on the success of BEYBLADE BURST QUADDRIVE with the BEYBLADE BURST QUADSTRIKE animation and toy launches. The show premiered on broadcast this spring in the U.S. (Disney XD), Canada (Corus, Cartoon Network), and Australia (9Go!), and will continue to roll out worldwide in the coming months. We’re also thrilled to share that QUADSTRIKE is now streaming on Hulu in the U.S., with a new batch of episodes available Aug. 7. New product will be released over the course of this year, and we are particularly excited about this fall’s Light Ignite Battle Set, featuring a never-before-seen “glow tech” feature.
TB: In 2024, BEYBLADE will celebrate its 25th anniversary. What do you have planned to commemorate the occasion for the brand as a whole?
ADK: The 25th anniversary aligns with the launch of the much-anticipated new generation, so we’re looking forward to celebrating the newest series of the brand while giving fans an opportunity to commemorate the past 25 years through a variety of touch points across social, digital, and in-person initiatives.
TB: The anniversary will also see the launch of BEYBLADE Generation. Can you tell us a little bit about this and what we can expect from the launch product-wise?
ADK: Absolutely. The new product line is really special in that we’ve taken fan-favorite elements from each of the previous generations and combined them into a system with an amazing new “gear” innovation that allows the tops to reach the most extreme speeds and explosive battles yet. There will be something for everyone, whether you’re a longtime fan or just starting your Blading journey.
TB: What can we expect from the new BEYBLADE Generation as far as animated content goes?
ADK: The immersive storytelling of the BEYBLADE animated series has always been a pillar of our brand identity and this generation will be no different. The brand-new series will launch with a fresh lineup of dynamic characters and Beyblade. We’re super excited to have anime industry heavyweights Posuka Demizu (Promised Neverland) and Homura Kawamoto and Hikaru Muno (Kakegurui) working on the character designs and storylines. We can’t reveal much more at this stage, but we think the fans are going to love what we have in store.
TB: What are your goals for Licensing Expo this year to expand the brand?
ADK: As we head into the next generation of BEYBLADE, we are seeking licensing partners who want to work with us to celebrate, innovate, and expand the brand! We are excited to meet with licensees in all categories, but are especially seeking partnerships in apparel, back-to-school, party goods, trading card games, video games, apps, and collectibles.
The new product line is really special in that we’ve taken fan-favorite elements from each of the previous generations and combined them into a system with an amazing new “gear” innovation that allows the tops to reach the most extreme speeds and explosive battles yet. There will be something for everyone, whether you’re a longtime fan or just starting your Blading journey. ”
Heading into our 25th anniversary, we are seeking licensees that lean into nostalgia. So many original BEYBLADE fans of the early 2000s show are now young adults with disposable income. We see an opportunity to give them BEYBLADE product options that remind them of their passion for the brand so they can share it with the latest young audiences.
We also want to use this as a chance to announce our new partnership with U.S.-based T-Licensing Inc., a subsidiary of TOMY. Together with T-Licensing, we look forward to expanding our BEYBLADE licensing program to provide further opportunities to our partners on a global scale.
A version of this article was originally published in the 2023 Licensing & Entertainment Issue of The Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
