Sunrights has appointed Rocket Licensing to manage the UK licensing for the third generation of boys’ action franchise, Beyblade Burst.
The franchise first appeared in the western markets way back in 2002, with the first season of the latest generation now airing in over 80 countries. In the UK, Beyblade Burst launched on POP Max this month.
Having enjoyed strong interest in the property at Brand Licensing Europe, Rocket is now looking to grow a licensing campaign that will focus on a wide range of categories.
These will include apparel, giftware, publishing, games and puzzles, back-to-school, confectionery, home textiles, nightwear and bedware, stationery, swimwear and calendars.
The launch campaign is expected to begin before Christmas and expand over 2018.
The global launch programme has already been supported by advertising agencies across multiple media and has also involved digital marketing, food promotions, PR and special events.
Toys are already rolling out in all territories. Hasbro has been appointed master toy licensee with a product line that includes stadiums, battle sets, launchers and more.
Charlie Davidson, joint managing director of Rocket Licensing, said, “After hundreds of episodes and almost 15 years as a hit show, toy and licensed brand, the level of excitement the Beyblade franchise generates remains awe-inspiring.Beyblade Burst adds some twists and new ideas that have already proved wildly popular in Asia and the US. We have no doubt that the show and brand will be a massive hit throughout 2017 and beyond.”
