Twenty years ago, Beyblade’s first top was created. This franchise still holds its own today. kids — and adults — to this day. We spoke with Ogawa Shunichi, president and CEO at ADK Emotions NY about what makes the brand so beloved and what’s in store for the future.
The Toy Book – Tell us more about Beyblade. Why is the brand so popular? How can you make the franchise relevant to new generations? kids?
Ogawa Shunichi:Innovation is what it all boils down to toysThat kids can’t get anywhere else and entertaining the audience with relatable aspirations through the animated series. Our long-standing partnership is with Hasbro [of 18 years]It has been so popular. Their team is amazing and we collaborate with them to push the limits and invent to make products that our fans want.
We all hope that fans will continue to have multiple options to engage with the brand. This will ensure that everyone gets the most out of this narrative-based, toyetic universe. It is vital that all content and products are consistent with this vision. We must also ensure that our fanbase is well-served, respected and valued by everyone.
TB: This year marks the 20th year of Beyblade’s animated series! What are your plans? How can you celebrate your anniversary?
OS:Our highly anticipated fifth season, Beyblade Burst Surge, debuted on Disney XD this year. Beysically Science was also created by us. This original YouTube series is aimed at kidsThis documentary reveals the amazing and wild physics involved in the Beyblade fights in an entertaining and exhilarating way.
The series premiered late last year to great success and we continue to release more Beysically Science content. Regular episodes of the animated Beyblade series have also been dropped since last year. This has been met with great enthusiasm by fans.
Hasbro has supported animation content using the 2021 product range called Beyblade Burst Speedstorm. The new line is now being featured in high-end toy stores around the world.
As we await in-person retail sales returns all over the world, we work closely with our partners and plan special events that combine our content, consumer products, as well as live events.
TB: Can you tell us about something new toysAre there any new products? Do you have any new products? particular that you’re excited about?
OS: The new 2022 product line is highlighted by Hasbro’s Source: Hasbrothat includes everything needed to battle: a Beyblade Burst Cosmic Vector Beystadium, two right/left-spin launchers, two Path Diverters, and two right-spin QuadDrive tops (Destruction Belfyre B7 and Magma Ifritor I7).
This unique, completely customizable item comes with the first four-in-1 tops. There are four ways to strategize and four ways you can customize, four ways you can battle, and most importantly, four ways that you can win. Bladers will now have an advantage in the battle set. This will allow them to drive towards victory, and enable them to use QuadDrive for the very first time.
TB: Can you tell us about the next 20-years of Beyblade’s history? What are the chances of any major expansions?
OS: The brand is as strong as ever as we celebrate the animation’s 20th anniversary this year. The brand has experienced a strong growth in this generation, which has allowed it to reach new digital points for consumer engagement on a global scale.
We are well-established in North America and Europe, with strong representations in France, Germany, Spain and Spain. Looking ahead, we see great potential in Mexico and Brazil.
Beyblade fans can’t wait to get back to the in-person competition that was impossible to provide last year. To really entertain our viewers, we’ve been focusing on the launch of content through our YouTube channels (with more that 2 million global subscribers), and on distribution of the newest seasons through our global broadcast partners.
We are confident that we have created all the conditions necessary for a successful 2021, including the new toy line, animation and licensing partners. This anniversary is not only a chance to celebrate the past but also to plan for the future.