TFE/TFE Licensing, August 2021

Page 58

TFE Licensing


Compiled by Victoria Sheridan

Licensing Expo 2021, organized by Global Licensing Group and sponsored by Licensing International, will take place in a virtual format from August 24-26.More than 100 exhibitors have signed on to participate in the expo, spanning product categories such as apparel, character and entertainment, corporate brands, gaming and e-sports, publishing, security and software, and more. Ahead is a look at some of the companies exhibiting at the show and the brands they will be showcasing.

Beyblade Since 1999, the Beyblade brand has captivated global audiences as an innovative, manga, anime, and toy-based property that marries competitive gameplay with extraordinarily rich content. Twenty years ago, in 2001, the Beyblade animation launched and took international markets by storm. The brand has continued to grow through numerous iterations that have solidified its global relevance. Now, ADK Emotions NY Inc., is investing in brandnew narrative content, creative toy concepts, retail activations, and innovative social media strategies, to mark the animation’s 20th anniversary milestone. The future has never looked brighter for Beyblade. The first priority for Beyblade is to continue its substantial momentum, across all platforms, throughout 2021. On the content front, 2020’s successful launch of Beyblade Burst Rise has been followed up by the debut of Beyblade Burst Surge on Disney XD in February. The animated story arc, featuring a group of Bladers as they battle their way to the top of the blading world, now enjoys significant global coverage. To cater to those fans that hunger to dig deeper and explore every imaginable angle of Beyblade Burst, ADK Emotions NY developed Beysically Science. The original YouTube mini-series takes a kid-friendly approach to investigating the intriguing physics and other dynamic scientific processes behind Beyblade’s iconic gameplay. The mini-series debuted in late 2020 and has continued to drop new monthly episodes to the delight of a growing audience. Fans across the globe will also soon be able to enjoy Beysically Science with localized versions coming later in the year. To augment this diverse array of the latest content, classic episodes of the Beyblade Burst series are available on the brand’s global YouTube channel. The propulsive content flow, with numerous global touchpoints, provides the essential narrative foundation for the Beyblade universe. Of course, the strength of the IP is Beyblade toys and ADK Emotions NY’s longtime Master Toy partnership with Hasbro. The legendary toy program, marked by

indelible creativity and innovation, continues this year with the much-anticipated introduction of the Hasbro Beyblade Burst Surge Speedstorm Motor Strike Battle Set hitting retail this summer. The new set includes everything fans might need for battle including the Speedstorm Motor Strike Beystadium, two right/left-spin launchers, and two spinning tops. This set features a battery-powered spinning energy zone at the center of the battle arena that is designed to redirect the battle and give tops the ultimate energy boost. To complement the exciting new toy line, this year’s 20th anniversary will have digital initiatives to keep the fans excited along with new and exciting merchandise from licensing partners including Scholastic (publishing), BioWorld, Bensons, Intimo, NTD, and EPIC. Another area of focus this year is Beyblade’s growing influence in the digital sphere. Since its launch in 2016, Hasbro’s Beyblade Burst App has hosted more than one billion battles, an astronomical number that clearly reveals the depth of engagement and enthusiasm shared by Beyblade fans the world over. To further tap into this boundless affinity, ADK Emotions NY is currently curating a roster of top online influencers for upcoming collaborations. As plans to mark the 20th anniversary continue to unfold, ADK Emotions NY is more dedicated than ever to continuing to entertain, engage and nurture its growing fanbase into Beyblade’s third decade and beyond.

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