3-2-1, LET IT RIP! ADK Emotions NY Inc. and T-Licensing Inc. Announce Global Launch of New BEYBLADE Series During 25th Anniversary

by Rachel Griffin | 21 Mar 2024

Press Release

3-2-1, LET IT RIP! ADK Emotions NY Inc. and T-Licensing Inc. Announce Global Launch of New BEYBLADE Series During 25th Anniversary


BEY-Fans Celebrate National BEYBLADE Day, Anticipate New Animation Series and Toy Line


NEW YORK, NY - March 21, 2024 – Today, on National BEYBLADE DAY, also known as 3-2-1 Day, ADK Emotions NY Inc. and T-Licensing Inc. revealed the global launch of BEYBLADE X. After a successful premiere in Asian territories in 2023, BEYBLADE X will showcase new animation and exclusive experiences for BEYBLADE fans. Hasbro Inc., a long-standing partner, will release Generation 4 products worldwide later this year.  


“Bey-fans around the world have embraced 3-2-1 Day, and this year, we’re especially thrilled to celebrate with the generations of fans, as we kick off our 25th anniversary,” said a representative from , ADK Emotions NY. “With the highly-anticipated U.S. launch of the BEYBLADE X animation series this summer, Bladers will be ready to battle like never before!” 


BEYBLADE happenings in 2024 include the global launch of the BEYBLADE X animation series, which will premiere Summer 2024, the new BEYBLADE X toy line from Hasbro, which introduces the X-Celerator Rail gear innovation, allowing Tops to speed into high gear for explosive battles. In addition, Bey-fans can look forward to the expanded availability of BEYBLADE PARK on Roblox, a digital community for Bladers to unite, and exclusive content across the brand’s social media channels.



Next Gen Toys and New BEYBLADE X Animation Become Available Globally

This summer, Bey-fans can experience the exhilarating thrill of the next generation of BEYBLADE toys, BEYBLADE X from Hasbro. BEYBLADE X offers Tops identical in weight, feel, and performance across Hasbro and Takara Tomy, along with additional Hasbro Tops that meet the same high standard. The new line features the BEYBLADE X Xtreme Battle Set, which is the perfect starter, packed with all you need to begin your quest for Beymastery and includes everything needed to play and compete: the Xtreme Beystadium arena, two right-spinning Tops, and two launchers with ripcords. Assemble your stadium and Tops, load your launcher, and 3-2-1, LET IT RIP!


The Xtreme Beystadium features the new X-Celerator Rail Gear System to level up your game. When the gears of the Top engage the stadium rail, the Top can super-accelerate into an Xtreme Dash, rocketing around the Battle Zone for breathtaking bursts and colossal crashes.


The three interchangeable blades, ratchets, and bit layers of BEYBLADE X Tops are easy to assemble and reassemble with a quick twist and two clicks, leaving you ready to launch into battle. Use the two launchers to unleash Tops in a frenzy of fury, or mix and match the interchangeable pieces of other BEYBLADE X Tops to create your custom Bey. Other BEYBLADE tops are sold separately, subject to availability.


Fans can also take BEYBLADE skills to the next level and compete in digital battles! Scan the code on BEYBLADE X Tops to battle in the BEYBLADE X app and unleash your Top in a virtual battle with other Bladers worldwide. BEYBLADE X toys will be available at Amazon, Target, Walmart and other major retailers this summer. For ages 8 years and up, MSRP $49.99, available Summer 2024. 



Also launching this summer, the new BEYBLADE series will introduce new characters among the world-class animation that BEYBLADE pioneered 25 years ago. 


Series synopsis: Amateur Blader Robin Kazami finds himself out of a team when he is ditched by his friends after a crushing defeat. Lucky for him, a chance encounter with former champ Jaxon Cross leads these two unlikely teammates to join forces. Jaxon intends to climb back to the top of The X under the alias “Blader X” and challenge his old teammate and current champ, Khrome Ryugu. When they find a third team member in mega-popular influencer Multi Nana-iro, the newly-formed Team Persona set their sights on going pro and claiming their spot at the top. Click HERE to watch the trailer. 


Fan-Focused Experiences Launching BEYBLADE X

Fans can extend the celebration of 3-2-1 Day and join tournaments in select locations in the US and Canada to battle with the best Bladers and win exclusive prizes. Tournament participants can also test out the new BEYBLADE X Tops before they hit retail shelves. 


With the successful launch of BEYBLADE PARK on Roblox last year, with more than 4 million visits worldwide, the land will undergo a major renewal for fans to indulge in, simultaneous to the global launch of the metaverse world. 


Fans can learn more about the latest announcements by visiting https://beyblade.com/ and by following. @officialbeyblade on Instagram, @beyblade_official on TikTok, @x_beyblade on X, and on BEYBLADE Official YouTube Channels.


About ADK Emotions NY Inc.

ADK Emotions NY Inc., a New York-based subsidiary of ADK Emotions Inc., is a content and rights management company specializing in bringing Japanese animated IP (“anime”) to the global market. From media placement and marketing to creative planning, localization, and merchandise licensing, we help partners navigate the complexities of global distribution to bring engaging anime titles to a new and expanding demographic. Learn more about us at http://adkemotions.com    


About T-Licensing Inc.
T-Licensing Inc. is a US subsidiary of TOMY Company, Ltd. one of the world’s leading toy enterprises. The company specializes in rights management, licensing, marketing, and brand promotions for the global kids’ entertainment space. T-Licensing Inc. enhances the value of property brands, including those of its parent toy company such as BEYBLADE, through exposure at events, publications, linear and digital video media, social media, advertisement, and exhibitions.


About Hasbro  

Hasbro is a leading toy and game company whose mission is to entertain and connect generations of fans through the wonder of storytelling and exhilaration of play. Hasbro delivers engaging brand experiences for global audiences through toys, consumer products, gaming and entertainment, with a portfolio of iconic brands including MAGIC: THE GATHERING, DUNGEONS & DRAGONS, Hasbro Gaming, NERF, TRANSFORMERS, PLAY-DOH and PEPPA PIG, as well as premier partner brands.  


Hasbro is guided by our Purpose to create joy and community for all people around the world, one game, one toy, one story at a time. For more than a decade, Hasbro has been consistently recognized for its corporate citizenship, including being named one of the 100 Best Corporate Citizens by 3BL Media, one of the World’s Most Ethical Companies by Ethisphere Institute and one of the 50 Most Community-Minded Companies in the U.S. by the Civic 50. For more information, visit  https://corporate.hasbro.com

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PR Contacts:

PlayWise Partners

Rachel Griffin + Sheena Stephens




Whitney Spencer  



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