Each week approximately one million viewers watch Beyblade Metal Fusion, a Japanese television series imported to North America that follows a group of kids that form teams and “battle” one another with customized spinning tops – Beyblades. The show, which is launching its second season on Cartoon Network in the fall of 2011, is just one facet of the spinning-top universe.In 2010, more than 15 million Beyblade Toys were sold. This figure also includes the accessories for a battle, such as a a plastic stadium and launching gear are required as well as the tops.
The VP of Marketing at Hasbro said the company is going beyond the phenomenon imported from Japan.
The toy company has created 25 different tops that are customizable, and the fact that there are so many different ways to play is certainly the key to the success of the Beyblade toy line.
Bladers have tournaments at every level, from regional play, which begins in late summer, to the national level, where winners will be sent to Comic Con New York in October, to the World Beyblade Championships, which will be held in spring 2012.
At the world forum, 22 countries will be participating, with similar time frames and competition levels.
Nelvana and Hasbro are also working hand-in-hand to promote the toys online. Beyblade.com, where kids can compete in online tournaments and further customize their tops, received 3.2 million visits globally from May 2010 through November 2010.
“The toys that allow kids to actively remain engaged stays around for long time,” said Stephanie Zhuang, a brand manger for Beyblade, “We’re not an in-and-out brand.