SUNRIGHTS and d-rights Team up with Hasbro to Relaunch the Legendary BEYBLADE Franchise

NEW YORK & TOKYO & PAWTUCKET, R.I.–(BUSINESS WIRE)–Sunrights, Inc. and d-rights, Inc. have joined with global play company Hasbro,
(NASDAQ:HAS) to relaunch the legendary BEYBLADE franchise.
Later this year, Hasbro will distribute a new generation of Hasbro
BEYBLADE toys in North America, followed by a broader launch in most
major international markets in 2017. This third generation of Hasbro
toys will be branded BEYBLADE BURST and will feature a dynamic “burst”
component, bringing more excitement to the successful battling play
pattern. Hasbro’s toys will also include a digital component for certain

The BEYBLADE BURST toy range launched in July 2015 in Japan by BEYBLADE
originator Tomy Company, Ltd. and is already becoming hugely popular
with fans. The new BEYBLADE BURST animated series will begin airing in
Japan in April 2016. The BEYBLADE BURST animated series is completely
reimagined by production company OLM, with all new characters, stories
and dramatic battles.

“We are thrilled to continue our longstanding relationship with the
BEYBLADE franchise for the launch of new BEYBLADE BURST line,” said
Jerry Perez, Senior Vice President of Marketing, Hasbro. “The innovative
battling play of the ‘burst’ component, along with the exciting new
series, will help make this property a favorite for BEYBLADE fans.”

Sunrights, Inc., the fast growing New York based entertainment arm of
Japanese production company d-rights, Inc. will handle the distribution
of broadcast, non-toy merchandising and promotional rights for BEYBLADE
BURST outside of Asia. Sunrights, Inc. is actively engaged in placement
discussions with major broadcasters for the BEYBLADE BURST animated
television series, in both U.S. and international markets.

“The BEYBLADE brand has enjoyed massive success with each of its global
launches, and we are excited to bring the BEYBLADE phenomenon to a new
generation of fans through our longstanding relationship with Hasbro,”
said Hiro Nishimura, President of Sunrights, Inc. “Hasbro understands
the brand and can best position the innovative toy line within the boys’
action space.”

Along with the BEYBLADE BURST toy line and animated series, Sunrights,
Inc. expects to announce new partnerships across multiple platforms
including broadcast, videogame, and other merchandising relationships
later this year.

The BEYBLADE franchise was created by Tomy Company, Ltd. as a modern
battling top system inspired by traditional Japanese battling tops
called “Bei-Goma”. The BEYBLADE brand launched in 1999 and became a
global phenomenon with two full generations to date, including seven
series, two movies, and three spin off series. The brand has been a
massive hit with broadcasters and retailers in over 80 countries. Hasbro
was a toy licensee in 1999 and 2008 for the first two generations of the


SUNRIGHTS, INC. is an entertainment rights management company backed by
one of the top advertising agencies in Japan, Asatsu DK, and the trading
conglomerate Mitsubishi Corp. Located in New York City, SUNRIGHTS
directly manages the development of intellectual property globally
outside of Asia. Learn more about us at

About d-rights Inc.

d-rights, Inc. is a key player in international production of animated
content for families and children globally. They are recognized for
brands such as Beyblade, B-Daman, and Scan2Go. d-rights manages every
aspect of content creation from production to distribution, financing,
marketing and product licensing. Co-owned by Asatsu-DK Inc. (ADK) who
distributes popular titles including “Yu-Gi-Oh!”, “Doraemon”, “Crayon
Shin-chan” and “One piece”, and Mitsubishi Corporation, d-rights assumes
a key role in the global business. Check our properties at

About Hasbro:

Hasbro (NASDAQ:
HAS) is a global company committed to Creating the World’s Best Play
Experiences, by leveraging its beloved brands, including LITTLEST PET
TRANSFORMERS, and premier partner brands. From toys and games,
television programming, motion pictures, digital gaming and consumer
product licensing, Hasbro fulfills the fundamental need for play and
connection with children and families around the world. The Company’s
Hasbro Studios and its film label, ALLSPARK PICTURES, create
entertainment brand-driven storytelling across mediums, including
television, film, digital and more. Through the company’s commitment to
corporate social responsibility, including philanthropy, Hasbro is
helping to build a safe and sustainable world and to positively impact
the lives of millions of children and families. Learn more at,
and follow us on Twitter (@Hasbro & @HasbroNews)
and Instagram (@Hasbro).



Hasbro, Inc.
Nicole Agnello, 401-727-5947
Global Communications
Natasha Khavin Gross, 646-284-9806