"We are thrilled to be working with one of the hottest properties in the world to bring the ultimate Beyblade experience to console," said Nancy MacIntyre, vice president of marketing for Atari's Beverly studio. "The Beyblade video games will bring together the deep fantasy of the show with similar mechanics of the toy for a truly exciting interactive experience."
Acquired by Nelvana from d-rights, Beyblade is an enormously popular animated television show. It is the 2nd highest-ranking kids program on cable, Mondays-Fridays 7:30-8 am with Males 6-11 and Males 9-14. It is also a hugely successful toy based on customizable, high performance tops that compete. An extreme sports experience where every fan can become an active competitor, Beyblade requires strategy to build and customize battle equipment in pursuit of becoming the World Beyblade Champion.
"Beyblade interactive product is integral to our overall strategy for the property and we are delighted to collaborate with Atari," said Sid Kaufman, vice president of marketing, Nelvana. "Atari has a rich history of translating hit properties into great games and we are excited to work with them to deliver an enormously powerful product line."