Grünwald, Germany-based brand management and media company m4e has been named the licensing and merchandising agent in Germany, Austria and Switzerland for the new property Beyblade: Metal Fusion. The new television series and toy line is based on the popular Beyblade brand aimed at boys between eight and 12.

Nickelodeon in Germany will broadcast the 51 half-hour episodes of the anime series from d-rights and Nelvana Enterprises starting this August, around the same time master toy partner Hasbro will distribute a toy range including the brand’s popular spinning tops.

The campaign will be accompanied by an online component wherein every toy will include a code that kids can use to go online and compete against other players from around the world. Negotiations are underway with new licensing partners from categories such as textiles, home and living, publishing and toys.