Two players play the game and launch the tops into the Beystadium. The top that manages fling the other blade from the Beystadium is declared superior and the owner gets both the blades. Beyblade champion is therefore the winner of the most blades.
The Cartoon Network launched the show in May on 20th. kidsIt will take you no time to get lost in its maze.
The show airs every Monday through Friday at 5:05 pm. Interestingly, in the first month of launch Beyblade on an average rated 1+ TVR as compared to Pokémon, which got a TVR of 0.8 in its first month.
Jiggy George, Cartoon Network Enterprise India director, South Asia Director: “Earlier this year the channel launched merchandising around a strong girl brand – Powerpuff Girls. Post that we needed to launch a strong boy property, which would compliment the girl property and Beyblade was the answer to that.”
And what‘s more, Cartoon Network Enterprises inked a deal with Funskool India, the Beyblades toysHave seen a success rate of 100%. There is not a single new stock on the market until October. There are approximately 30 types of Beyblades on the market. They are priced between Rs 150 and Rs 349.
The toysThese are very popular with the public. kidsThe popularity of the Beyblade is peer-led and is available for children between 5 and 13 years old. Hence if one doesn‘t have a Beyblade, he tends to feel left out.
The Beyblade product line will include apparel, novelty and stationery by Diwali. These will be made available in Shopper‘s Stop too by Diwali.
“Last year we had a huge hit in Pokémon but we didn‘t have the rights for it on the licensing and hence we couldn‘t leverage the show‘s success in any other form except for television. We go after only those properties, which we instinctively think are going to be larger than life and also those properties that the network itself is putting all its thrust behind. After Pokémon, we knew that the real big property that we were going to go after was Beyblade,”George.
Beyblade is available in more 60 countries. In the US, it airs on Cartoon Network but the channel doesn‘t hold the merchandising rights for it in any other country except India. “The importance of why it would be huge is because the tops are central to this show and we were sure that these were going to be larger than life,”George.
The network has inked an agreement with India to promote its services in India. ITC for Beyblade: Annual DealThe product will be available closer to Diwali. The deal is across ITC‘s brands like Candy Man. The network will also be looking at more such promotional licenses‘ partners, who compliment the show and the network.
Promotions with Frito Lay are also planned, but the core of the business will not change. toysFor the network. “When a show launches, usually it takes about three-four months for it to hot up. Hence we brought in a conservative number of about 100,000 units of Beyblade initially. These were sold out in a month. Starting from this week, we have a sizable quantity of toys that we‘re bringing in to meet the huge demand,”George.
George pointed out that Beyblade’s runaway success is due to its cultural relevance to India. Because boys have grown up with tops, it works well as a concept. “From a toy market perspective it is a great value game rather than a volume game because it‘s not paper unlike Pokémon, which had paper trading cards. Beyblades are proper toys. Another fact is that no other show has a toy that is so central to the show itself and hence when they get the toy, they relate to the show even more,”He.
The network’s plans to launch a new program on the channel are largely based on the programming and how well the show has done in other countries. “Sometimes there are properties like Pokémon and Beyblade that work well universally, then in addition to that we had the licensing rights for the latter and hence it was a no brainer. We knew that it was going to big. We get a lot of offers from third parties to represent Cartoon Networks Enterprises but we make sure that we work with only those who will work for us right across,”George.
“We are trying to bring in Beyblade video games in India but right now, they don‘t have too many games in the formats that work here. India is entirely PC format whereas the games available are in the Game Boy format,”He adds.
Beyblade tops have actually reduced the sales of all other products. toys in the boys‘ category like GI Joe, Superman, Batman and Justice League apart from eating into the shares of Funskool‘s own toysGeorge informs. Funskool had launched Pokémon cards and a select range of toysIt’s the speed at which Beyblade became popular that makes it stand out from everything else.
The future holds the different seasons on Cartoon Network. Beyblade currently has three seasons, each with 51 episodes. The first season finishes in October. This is also when the second season launches. The third season of Beyblade is set to launch next summer. And what‘s more, each season will see new tops in the market that will compliment the season that‘s on air.
Let’s now turn our attention to the problem of the rampantly breeding pirate market toysCartoon Network Enterprises is not concerned about your concerns. George explains his reasoning. “What‘s amazing about Beyblade is that there is a sense of snobbishness among kids about the original Beyblade. In the case of printed paper, it is easy to copy but the Beyblade has a steel rim around it and the fake one looks distinctly different from the real one. So I‘m not so worried about piracy.”
The verdict is out. Beyblade is a popular Indian TV show and has captured the pulse of Indian viewers. kidsAt a faster pace than any other show.
Can it get any bigger? Only time will tell… but for the time being, it‘s back to the Beystadiums!