EXCLUSIVE: After turning the Hasbro toys Transformers and G.I. Joe into hit feature franchises, Paramount Pictures will try again with Beyblade. The studio has acquired rights to turn Beyblade into a live-action feature that will be produced by Mary Parent through her Disruption Entertainment banner. Beyblade is a line of customizable toys modeled after traditional Japanese fighting tops, developed and manufactured by Takaratomy, the creator of Transformers. The toys have been perennial strong sellers around the world and previously spawned multiple TV series, animated features and video games in markets around the world. The toys have generated $2.5 billion in revenue.
The toys originated in Japan and were licensed to Hasbro in 2001. The toyline got a second wind in 2009 when a second generation called Metal Fusion became a big worldwide seller, and a new generation of the Beyblades toys will be launched in 2017.