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"Three, two, one ... Let it rip!"

This has become the battle cry of boys everywhere as Beyblade tops continue to whirl their way from retailers' shelves to kids' hands.

"It's really been our mantra as well," says Samantha Lomow, VP-marketing, boys toys, at Hasbro, the Pawtucket, R.I.-based marketer of the Japanese sensation.

Action, battles, competition and strategy. For Hasbro executives, this simple formula has shot the Beyblade spinning top brand to success among the 8 to 14 set. The result: Beyblade, which Hasbro licenses through Nelvana, Toronto, helped propel the company's third-quarter U.S. toy net revenue up 23% over the same period last year.

The results are as notable as the toy's components are simple. The challenge pits kid against kid with a $7 buildable top, a launcher and a portable "arena." Kids customize their tops for speed, impact or endurance, hoping theirs outlasts their opponent's.

To keep spinning this success, Hasbro pushes innovation. It regularly introduces new tops-75 to date-and launchers to keep the line fresh. This season, Hasbro introduced a radio-controlled launcher that allows the user to control the top during battle.

"As a kid, it's all about having the latest gear," says Ms. Lomow, 30.

Today, Beyblade and its followers, are a staple in major retailers. Wal-Mart Stores and Toys "R" Us host monthly Beyblade competitions, attracting hundreds of kids locally.

Grassroots promotions, advertising from Omnicom Group's Uproar youth marketing agency in Dallas, a promotion this fall with Burger King Corp. and the retail-based tournaments keep the products in kids' minds.

"We've gotten a complete, comprehensive marketing plan in place that lets us get deep in the market," Ms. Lomow says.

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