d-rights Finalizing the Master Toy License Deal of Brand New Animation B-Daman Crossfire with Hasbro

Apr 10th 2013
Cannes, France - April 8, 2013 - d-rights is reaching an agreement for the master toy license deal of the brand new animation "B-DAMAN CROSSFIRE" with Hasbro for worldwide territories excluding Asia, middle East and India .

"B-DAMAN CROSSFIRE" (titled "CROSS FIGHT B-DAMAN" in Japan) is the latest series of B-DAMAN brand, successful boys action animations, widely recognized through 6 animation series.
The latest series aired in Japan between October 2011 - September 2012 and achieved extreme popularity. It is currently on air in Hong Kong, Taiwan and South Korea with great recognition.

Based on the great success in the Asian market, d-rights and Hasbro have reached an agreement for the Western market. This will be yet another collaboration of d-rights and Hasbro after the legendary “BEYBLADE” animation series. SUNRIGHTS INC. will be the representative for all rights for Western market.

d-rights targets the launch of "B-DAMAN CROSSFIRE" series in Fall 2013 for the Western market. The program will include marketing at various touch points to kids including TV commercials, web sites, mobile apps, social media, and retail shops to enhance awareness and popularity for the animation and merchandise is planned.



About “B-DAMAN CROSSFIRE
B-DAMAN series are originally planned from Tomy Company, Ltd.'s original toy brand first launched in Japan in 1993. “B-DAMAN CROSSFIRE” is the brand new animation of B-DAMAN series. B-DAMAN has become entertainment brand loved by children in more than 30 countries around the world through 6 animation series.

Approximately 30min. X 26episodes
Target: 6-11 years old boys
Production studio: Synergy SP


About d-rights Inc.
d-rights Inc. is a 100% owned subsidiary of Mitsubishi Corporation, one of the world's biggest general trading company, handling entertainment content for a variety of Media, offering services in every aspect of content business including production, rights management, financing and merchandising. Check our properties at http://www.d-rights.com. © 2013 d-rights Inc. All Rights Reserved.


About SUNRIGHTS INC.
SUNRIGHTS INC. is a total rights management company being founded by the trading conglomerate Mitsubishi Corp. Located in New York City, SUNRIGHTS directly manages the development of intellectual property both the US and for all operations globally outside of Asia. SUNRIGHTS builds on the strong foundation set by d-rights who has globally managed premium properties. SUNRIGHTS will be unique in that it will take full advantage of Mitsubishi's contacts to directly develop new sectors of the IP business, but will also work to accumulate new strategic assets in media on behalf of its parent.

About Hasbro
Hasbro, Inc. (NASDAQ: HAS) is a branded play company providing children and families around the world with a wide-range of immersive entertainment offerings based on the Company's world class brand portfolio. From toys and games, to television programming, motion pictures, digital gaming and a comprehensive licensing program, Hasbro strives to delight its global customers with innovative, well-known and beloved brands such as TRANSFORMERS, LITTLEST PET SHOP, NERF, PLAYSKOOL, MY LITTLE PONY, G.I. JOE, MAGIC: THE GATHERING and MONOPOLY. The Company's Hasbro Studios develops and produces television programming for markets around the world. The Hub TV Network is part of a multi-platform joint venture between Hasbro and Discovery Communications (NASDAQ: DISCA, DISCB, DISCK), in the U.S. Through the Company's deep commitment to corporate social responsibility, including philanthropy, Hasbro is helping to build a safe and sustainable world for future generations and to positively impact the lives of millions of children and families every year. It has been recognized for its efforts by being named one of the “World's Most Ethical Companies” and is ranked as one of Corporate Responsibility Magazine's “100 Best Corporate Citizens.” Learn more at www.hasbro.com.


About Tomy Company, Ltd.
TOMY Company. Ltd. is a global force in toys, infant & children's merchandise and entertainment, offering dreams and excitement to children and adults the world over. The company manufactures products based on its own original toys and brands which include B-DAMAN, BEYBLADE, TRANSFORMERS, TOMICA, BATTROBORG, LICCA, PLARAIL, ERTL, JOHNNY LIGHTNING, TREENA & FRIENDS, TOMY, FIRST YEARS, LEARNING CURVE, JJ COLE COLLECTIONS, and TAKE & TOSS. TOMY also produces and/or sells products under licensed brand names such as DISNEY, POKÉMON, CHUGGINGTON, THE GAME OF LIFE, MONOPOLY, DUEL MASTERS, THOMAS & FRIENDS, JOHN DEERE, DINOSAUR TRAIN, LAMAZE, AMERICAN RED CROSS, GUMDROP and ZIPLOC. More info available at www.takaratomy.co.jp
© 2013 TOMY and/or TOMY's license partners. All Rights Reserved.

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