These battle tops from Japan were almost unknown in the US, so when we were asked to introduce them, we had our work cut-out for us. Our research showed that older boys were unlikely to buy toys perceived as tops. So we created a lifestyle brand that was more sport than game; more "blade" than "top." Beyblades became the "must have" toy of the holiday season. Oh, and I got to write some kickass hiphop tunes for the spots too.
[Worked with Beyblade as Creative Director at DDB.]