BEYBLADE Offers Fans a New Way to Battle with the Launch of BEYBLADE BURST

The Next Generation of the Legendary BEYBLADE Franchise Launches with
New Integrated Physical and Digital Play Experience, Animated Series and
More

PAWTUCKET, R.I.–(BUSINESS WIRE)–This fall, the BEYBLADE phenomenon returns with a new way to battle with
the launch of the next generation–BEYBLADE BURST. Global play company Hasbro,
Inc.
 (NASDAQ:HAS) has teamed up with SUNRIGHTS INC. and d-rights
Inc. to launch BEYBLADE BURST in North America beginning this fall with
an innovative toy line that integrates with a new digital app and an
animated series that will excite existing and new fans alike.


The BEYBLADE BURST product line from Hasbro features a dynamic “burst”
feature designed to bring more excitement to the successful battling
play pattern. Setting the stage for suspenseful competition, battling
can trigger the spinning tops to burst into pieces. The initial line
will consist of customizable BEYBLADE BURST tops with interchangeable
components, plus a BEYBLADE BURST BEYSTADIUM and BEYBLADE BURST EPIC
RIVALS BATTLE SET for fans to engage in head-to-head competitions where
they will want to ‘battle for the burst’. The BEYBLADE BURST line will
be available in Canada at Toys“R”Us in September, followed by additional
retailers in Canada later in 2016. The BEYBLADE BURST line will hit
shelves in the U.S. in January 2017 with Europe, Latin America and
certain other markets to follow in 2017.

BEYBLADE fans can expand their play digitally with the BEYBLADE BURST
app available now in the App
Store
and Google
Play
in the U.S. and Canada for supported iOS and Android devices
with certain other markets to follow in 2017. Players can scan their
BEYBLADE BURST tops into the app where they can interchange components
with other BEYBLADE BURST tops in their virtual collection and battle
digitally. The BEYBLADE BURST app also includes a local multi-player
experience and a tournament mode.

“We are excited to reinvent the BEYBLADE franchise with the BEYBLADE
BURST product line and app experience,” said Jerry Perez, senior vice
president of marketing at Hasbro. “The breakthrough new burst component,
combined with our most in-depth integrated digital experience ever,
allows fans to engage in epic BEYBLADE battles and strive to become a
BEYBLADE master.”

“We are thrilled to see this new generation come to life through the
BEYBLADE BURST toy line and digital app,” says Daizo Suzuki, President
of SUNRIGHTS INC. “The animation brings exciting new characters, stories
and battles to a new generation of fans who can participate in an
immersive digital world of BEYBLADE BURST.”

The new BEYBLADE BURST animated series is created by production company
OLM and includes new characters, stories and dramatic battles. The
series will air in Canada beginning Saturday, September 10 at 3pm on
Teletoon with other broadcast deals to be announced.

The BEYBLADE franchise was inspired by traditional Japanese battling
tops called “Bei-Goma” and originally created in 1999 by TOMY Company,
Ltd. as a modern battling top system. The brand has been an
international phenomenon in over 80 countries, with two full generations
to date, including seven series, two movies, and three spin off series.

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. Learn more on SUNRIGHTS INC’s website and social
channels at www.beyblade.com,
Facebook.com/officialbeyblade,
Twitter.com/Beyblade_burst
and instagram.com/officialbeyblade/.

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
SHOP, MAGIC: THE GATHERING, MONOPOLY, MY LITTLE PONY, NERF, PLAY-DOH and
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 www.hasbro.com,
and follow us on Twitter (@Hasbro & @HasbroNews)
and Instagram (@Hasbro).

HAS-B

About SUNRIGHTS INC.
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 http://sunrights-inc.com.

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 out our properties at http://www.d-rights.com.

Contacts

Hasbro, Inc.
Nicole Agnello, 401-727-5947
Global Communications
Nicole.Agnello@hasbro.com
or
Litzky
Public Relations
Elise Leonard, 201-222-9118 x18
eleonard@litzkypr.com
or
Sunrights,
Inc.
Natasha Khavin Gross, 646-284-9806
natasha.gross@sunrights-inc.com