ADK debuts new Beyblade content

Starting in 1963, advertising company ASATSU-DK Inc. (ADK) has produced and disseminated myriads of TV animated titles that have gone on to become national and international phenomena.

NEW CONTENT FOR BEYBLADE

ADK Emotions was established in January 2019 as part of its parent company ADK’s transition to a holding company, ADK Holdings Inc. Since then, ADK Emotions has assumed much of ADK’s contents business, taking on a more independent role with a greater degree of specialization while expanding its business operations with special regard to original IP creation, overseas development, and new digital ventures. Currently, ADK Emotions NY Inc., the New York-based subsidiary is leveraging its expertise in transforming animé into sustainable and robust global franchises to bolster the international phenomena Beyblade. The fledging company is writing yet another successful chapter of content development, marketing, licensing, and promotion, in a genre its forbearer dominated for more than a half century. Most recently, ADK Emotions NY has developed a broad new content strategy for the flagship IP. While traditional episodic animation for Bey

blade is currently in production for major broadcasters and SVOD players around the globe, the company understands that now more than ever there is a need to cater to a fervent fanbase across multiple platforms. New content is continually being produced to meet the growing demand for Beyblade’s expansive universe. This includes mini clips, Influencer content, music videos and other social media imprints that connect to today’s audiences. In only a few short months, the new approach is showing amazing results. The global YouTube imprint can boast more than 360 million worldwide views and over 2 million global subscribers. As the digital strategy ramps up, this already impressive number is expected to multiply. Along with iconic global partners including Hasbro, Disney, McDonald’s and Netflix, ADK Emotions NY is now looking to expand Beyblade’s considerable reach by leveraging the unique nexus the brand inhabits between narrative content, physical play, and digital innovation. “We are creating new and innovative content all the time,” says Shawn Wada. “Our strategy is to feed digital platforms with a constant flow of creative narrative that will dovetail with our toys and consumer products program. Beyblade fans desire a fulsome experience. Offline they want to play

the competitive game, online they want to continue that unique and exhilarating experience in many different ways. It is our number one priority to engage and entertain them wherever they are.” ADK Emotions NY is preparing for growth in 2020 even as the general business environment faces an unprecedented challenge. While the company is being impacted by the current situation, as a tight and agile unit, it has been able to successfully re-align Beyblade promotions and live events, refocusing on digital content drops and virtual events that will keep fans connected, engaged, and, most importantly, safe for the duration. Plans have already begun around the 20th anniversary throughout 2020/1 that will both stoke the nostalgia of its long-time aficionados and awaken interest in those who are discovering the franchise. The company is planning a robust slate of activities that will give fans a reason to celebrate with innovative toys, updated gameplay and fresh content, delivering unique Beyblade competition and engagement to kids and adults alike. As Beyblade enters its third decade, ADK Emotions NY is committed to preserving and enhancing the creativity, invention, and, fun, that has made it one of the most popular Anime-based franchises in the world.