By including toys based on the anime Beyblade
in their snacks, the Australian company Smith's Snackfoods has created a craze within a craze.
Smith's includes a collectable Beyblade
-style top in their potato chip packages, which has caused an uproar in elementary schools across Austrailia. Each top has a different design, and children are driven to buy Smith's products to complete their collections.
This idea feeds off of the successes of Beyblade
in Australia, where Hasbro
expects sales of 600,000 units before Easter, and of Frito-Lay's Tazo promotion, which saved Doritos in 1996.