The Power of Spin - An Interview with the BEYBLADE X Team

Way back in my elementary school days, my friends and I would always meet at the bottom of a playground slide to do one thing and one thing only: Let it rip! Needless to say, recess was BEYBLADE-filled and action-packed for a good while there. Well, at least until a little scuffle had our principal threatening to put an end to any sort of spinning top on the playground. But before that happened, I distinctly recall my dad coming home from a trip with a BEYBLADE I'd never seen at my local K-Mart before. There's no way I could've, as it was a Japanese BEYBLADE released by some company called “TAKARA.”

Flash-forward to a couple of years ago, and through a series of circumstances that involved ample amounts of nostalgia, becoming friends with the letterer of a BEYBLADE manga, and looking for something to do with my nephews, I fell hard for the brand's current incarnation—BEYBLADE X. As for TAKARA, they'd morphed into TAKARATOMY in the years since my initial love affair with their spinning tops. However, I was fairly familiar with the company as someone who'd been sucked down the TRANSFORMERS rabbit hole in high school.

Since BEYBLADE X's debut in 2023, the brand has become something of a staple at Anime Expo—often appearing with a stadium-packed booth and featuring one-of-a-kind experiences such as battles in the high-tech, movement-tracking XR Stadium. However, the brand wasn't alone this year, as it was joined by TAKARATOMY's Licca-chan and Gacha lines. Given my history with the brand, you better believe I was ecstatic when presented with the opportunity to speak with three key members of the BEYBLADE X team—Division Head Masahiko Yamazaki, Marketing and Product Group General Manager Hisato Takaoka, and Design Team Assistant Manager Hiroki Kusayama. Over the course of our conversation, we talked about the initial development of BEYBLADE X, the brand's rich history, and its enduring multigenerational appeal.

Disclaimer: This interview has been edited for clarity.

I'd like to congratulate all of you on three strong years of BEYBLADE X around the globe. It's been an absolute joy to let it rip with new friends, old buddies, and even my young nephews over the course of those years. Now, while brand refreshes are extremely common in the toy business, BEYBLADE X is something quite special. Before your team had even settled on the “X” name, what was the mission you had set for yourselves in reintroducing the brand to the world?

Hisato Takaoka: The brand's third generation, BEYBLADE Burst, was loved by fans around the world for its iconic “Burst” mechanic that allowed them to break apart their opponents' BEYBLADEs. Because of this, there was immense pressure to create a new experience that truly surpassed the Burst mechanic.

BEYBLADE X's core feature, the X Dash [Xtreme Dash in North America], was the result of much trial and error. This mechanic generates super acceleration when a special gear on the BEYBLADE's tip engages with rails installed inside the stadium, achieving unprecedented speed and intensity.

Furthermore, we didn't just want to create a new series; we wanted to evolve BEYBLADE into a more competitive, sports-like experience. Leading up to the announcement, we were feeling both anxiety and anticipation over whether the fans would accept this concept. However, we are delighted that BEYBLADE X's first-year domestic sales in Japan were three times those of the previous generation [Burst], and that tournaments and communities continue to expand worldwide. At the same time, we aim to elevate BEYBLADE—originally from Japan—into a globally recognized culture.

Looking back at the original Bakuten Shoot, Metal Fight, and Burst, it's clear as day that the BEYBLADE brand has such a rich history behind it. What has it been like to navigate the brand's legacy and multigenerational appeal in BEYBLADE X? Be it a new X-OVER release or incorporating an element from a previous bey into a brand-new design?

Takaoka: BEYBLADE has a 27-year history, and every time we create a new series, rather than rejecting the past in favor of something entirely new, we've evolved each one by reexamining “what makes BEYBLADE unique.”

While inheriting popular elements—such as the “fun of customization and battle” from the first generation, Bakuten Shoot BEYBLADE; the “intense clashes of metal” from the second generation, Metal Fight BEYBLADE; and the “Burst gimmick that destroys opponents” from the third generation, BEYBLADE Burst—the series has evolved even further with the new “X[treme] Dash” gimmick. Each generation has sparked its own craze, but every series has consistently kept two questions in mind: “How can we make battles even more exciting?” and “How can we foster communication among Bladers?”

The X-OVER PROJECT is based on the same philosophy. While cherishing our respect for the past series, we wanted fans to experience the appeal of each era anew on the new BEYBLADE X platform.

We hope this serves as a tangible expression of our gratitude to the fans who have supported us for so many years, and that it will also provide an opportunity for people across generations to talk about BEYBLADE together.

As I've discussed with [Akio] Tomiyama-san [CEO of TAKARATOMY], BEYBLADE X has had a steadily growing presence at anime conventions across North America. This includes appearances in an official capacity such as at Anime Expo, as well as casual instances of bladers bumping into each other at other shows. With that in mind, have there been any discussions between the BEYBLADE team, TAKARATOMY, and your partners at Hasbro regarding further official events in North America? Perhaps more World Championship stops, a G1-style tournament, or something else?

Masahiko Yamazaki: This year's exhibition at Anime Expo marks TAKARATOMY's first official event in North America, and it also marks BEYBLADE X's third year participating at the show as well. We're really looking forward to interacting directly with fans and holding Bey Battles, and we've noticed that the fans' enthusiasm grows with every year. While continuing to collaborate with Hasbro, we at TAKARATOMY hope to increase our opportunities to connect directly with North American fans.

Similarly, has there been any discussion of introducing an event-exclusive bey for North America? Perhaps a bespoke version of a Rare Bey Get Battle release such as Cobalt Drake or Valkyrie Volt?

Yamazaki: That's a great idea. While this isn't limited to North America, whenever we release special BEYBLADEs, we plan them around specific occasions like events or collaborations. So, if we can find such an opportunity, I think it's a possibility in the future.

On the topic of BEYBLADE's numerous brand partnerships, what was it like collaborating with Studio Khara to create an Evangelion Deck Set that perfectly captures the spirit of each Evangelion Unit?

Hiroki Kusayama: Both BEYBLADE and Evangelion originated in Japan in the late 1990s and have been loved worldwide across generations. For this collaboration, we focused on incorporating the unique personalities and worldviews of Unit-00, Unit-01, and Unit-02 into the BEYBLADE designs.

We aimed to create products that both BEYBLADE and Evangelion fans could enjoy, so we paid meticulous attention to every detail—from the design and color schemes to the included accessories. I feel this was a deeply meaningful collaboration made possible precisely because both franchises have been loved by so many people for so many years.

As members of the BEYBLADE X team, what does it feel like to step into a store at home or abroad and see the product you've designed sitting on shelves?

Kusayama: It really drives home the fact that BEYBLADE is a beloved brand across the globe. We're a team of about 30 people who develop products by exchanging ideas every day. However, to be honest, it's hard to truly grasp that those products are being played with by tens of thousands of people around the world. It's only when I actually see the products on store shelves and watch people pick them up that I strongly feel our work is reaching people all over the world. Every time that happens, I feel immense joy, and at the same time, it renews my determination to take on the challenge of creating products that deliver even more surprise and excitement.

When looking at the recently introduced Infinity System, I have to ask, how did the idea for it come about? I know BEYBLADE X has been constantly innovating on ways to play with the introduction of UX [Unique Line], CX [Custom Line], and more radical beys such as Pegasus Blast [Blast Pegasus in North America] and Bullet Griffon [Rocket Griffon in North America]. Was it a matter of looking back on what could be iterated upon instead of moving on to a hypothetical “ZX” line, reflecting further on the brand's history, or a bit of both?

Kusayama: The appeal of BEYBLADE lies in three elements: “battles,” “mechanical features,” and “customization,” and in BEYBLADE X, the BX [Basic Line], UX, and CX series each embody these elements. We always prioritize the “play experience” and verify whether these elements are fully expressed. If we can create new value by evolving existing mechanisms, we move forward with development; if necessary, we also consider launching new lines like “●X.” Furthermore, the Infinity System—which reimagines the fun of the BX, UX, and CX with new mechanisms—was born from a comprehensive assessment of user feedback and market conditions.

I have to ask, what's in your deck these days? I'm currently rocking Tyranno Roar [Roar Tyranno in North America] 9-60F, Samurai Saber [Saber Samurai] 3-60L, and Hell's Chain [Chain Incendio] 5-60B.

Kusayama: Those are all great customizations that really let you think strategically. Lately, I've been trying out various customizations like Impact Drake 1-60I, Bahamut Blitz [Blitz Bahamut] OH4-50UN, and Weiss Tiger [Pearl Tiger] 7-60R. The Weiss Tiger is a particular favorite of mine.

While I was letting it rip at a convention last year, I quickly noticed that my friends and I had drawn a crowd. What is it about BEYBLADE X that makes it so magnetic and thrilling to watch, even if you're just passing by?

Kusayama: The appeal of BEYBLADE lies in how intuitively clear the outcome is and how the action stimulates our competitive instincts. Just by watching how fast the beys are spinning and how they bounce off each other, you can get a feel for how the battle's going. “Whoever stops spinning first loses” is a rule that needs no explanation. I think by incorporating elements that people instinctively find exciting into the game, it creates an experience that anyone can get passionate about right away.

Takaoka: The appeal of BEYBLADE lies in the fact that anyone can enjoy it, regardless of nationality, age, or gender. It's also that the outcome is intuitive and easy for anyone to understand, yet it offers deep strategic depth.

I believe that underlying this is the human tendency to be instinctively drawn to “spinning objects.” The Earth itself exists through its rotation and revolution, and spinning tops have been enjoyed in various regions around the world since ancient times. In other words, could it be said that humanity has long been fascinated by spinning toys? Precisely because the rules are simple, even first-time players can enjoy it right away.

At the same time, since the outcome changes depending on bey combinations, how the bey is shot, and strategic maneuvering against opponents, there's a depth to it that makes you want to keep challenging yourself over and over again. We value both the “joy of thinking” and the “moments that get your heart racing.” We believe that the unique appeal of BEYBLADE lies in the fact that children and adults alike can share the same excitement, transcending language and culture.

Yamazaki: Both the weakness and the strength of BEYBLADE are that “you can't play it alone.” Perhaps this product, which always requires another person, possesses a mysterious power to draw people in.

Looking to the future of BEYBLADE, what are your ambitions for the brand and its place within TAKARATOMY's mission to spread Asobi [the spirit of play] around the world?

Kusayama: I want to transform BEYBLADE from something simple into a brand that provides people with new value and inspiration. I envision it as a platform where people can make friends across countries and regions, and where new forms of creativity—such as art and music—can emerge. My goal is for BEYBLADE to become an integral part of people's lives—not only for those who play it but also for people around the world who don't—and to continue delivering moments of surprise and inspiration.

Takaoka: I want to nurture BEYBLADE not just as a toy, but as a communication tool that connects people. At world championships, I've seen countless times how people—even when they don't speak the same language—interact with smiles and become friends through BEYBLADE. I believe that BEYBLADE has the power to connect people.

Moving forward, we want to foster communities through BEYBLADE in even more countries and regions, spreading it worldwide as a culture that originated in Japan. We also aim to build a brand that brings wonder and inspiration not only to players but also to those around them. I truly believe that as BEYBLADE spreads across the globe, connections between people will grow, and the world will become just a little bit more peaceful. That is one of the main reasons we continue to nurture this brand.

Yamazaki: BEYBLADE, which is enjoyed worldwide as both a form of entertainment and a manufactured product, is a highly unique brand with diverse facets—unlike anime, video games, or manga. However, since it began as a simple spinning top toy and has grown to where it is today, we want to move forward while never forgetting the charm of its origins. Our brand purpose, “The Power of Spin,” also embodies the power of our fans, so I would be delighted if we could continue to work together with all of you to spread the appeal of BEYBLADE.