In the latter half of the 1990s, Japan's toy market was experiencing an explosive boom in 'collectible card games,' including the official release of the Japanese version of the American 'Magic: The Gathering,' and the birth of the still highly popular 'Yu-Gi-Oh! OCG' and 'Pokémon TCG' during this period. This severely impacted the sales and survival of competitive toys like B-Daman and Hyper Yo-Yo. To reverse this decline, Japanese toy manufacturer TAKARA (now TAKARA TOMY) began developing what would become the culmination of competitive toys at the time: 'Beyblade'.
Yu-Gi-Oh! OCG cards released in 1999, a pack cost only 150 Japanese Yen. Image credit:aucfan
Do you remember that the earliest 'Beyblades' were primarily composed of a sacred beast emblem at the top representing the Beyblade's soul, an attack ring that directly struck opponents, a base that influenced the Beyblade's balance and weight, and a gear-structured launcher? Players could customize the Beyblade's body to change its performance and battle other enthusiasts with their unique Beyblades, competing to see who could last until the very end in the arena. I still recall the exhilarating moment of rapidly pulling out the jagged rip cord to launch the Beyblade; although sometimes incorrect force or plastic degradation would cause the entire cord to snap, that instant was both cool and satisfying!
The TV commercial for the first-generation Beyblade. Image credit:YOUTUBE
Learning from Two Failures, Cultivating the Seeds of SuccessMr. Takashi Osawa, who was part of the initial development team, recalls that after the success of 'B-Daman,' TAKARA continued with the concept of 'modernizing traditional toys,' intending to design elements of Japanese octagonal spinning tops into toys. Between 1995 and 1997, they successively launched two spinning top toys, 'SUGEGOMA (すげゴマ)' and 'BATTLE TOP (バトルトップ).' However, sales did not meet expectations, ultimately leading to failure.
Mr. Takashi Osawa, who was responsible for developing the first-generation Beyblade. Image credit:株式会社システムブレーン
An octagonal spinning top from traditional Japanese toys. Image credit:日本玩具博物館
The 'SUGEGOMA (すげゴマ)' series toys launched in 1995. Image credit:mandarake
The 'BATTLE TOP (バトルトップ)' series toys launched in 1997. Image credit:Aucfree
The development team was not deterred by these setbacks. They transformed their failures into motivation, continuously researching ways to make gameplay more engaging, how to make the spinning tops spin longer, and more. They even integrated elements from their biggest rival at the time, 'Yu-Gi-Oh! OCG.' One was a card game, the other a spinning top – how could these elements be merged? They disassembled the spinning tops into multiple customizable parts, much like how card games allow for deck construction. They also grasped the concept of decks having mutual weaknesses and no single 'strongest' characteristic, dividing the spinning tops into three main types with distinct advantages: Attack, Stamina, and Defense. Even the setting of Beyblade sacred beasts battling each other can be said to have drawn inspiration from Yu-Gi-Oh!'s monster card battles.
The structure of the first-generation Beyblade. Image credit:X
Finally, in July 1999, TAKARA officially released the first generation of "Beyblade." Although the development team incorporated customizable elements to make the initial play experience fresh for children, and the manga version of "Beyblade" began serialization in September, the product didn't truly take off until 2001. For several months, they struggled with sales that fell short of expectations.
The manga version of "Beyblade" created by cartoonist Takao Aoki. Image credit:Shogakukan、CoroCoro Comic Official
First Generation: Beyblade (1999–2005)Breaking this deadlock was the "Beyblade" anime adaptation, which aired in January 2001. The story, adapted from the manga, followed the classic formula of its predecessors like Mini 4WD and B-Daman, depicting protagonist Tyson Granger (Kinomiya Takao) forming the Japanese team with Kai Hiwatari, Max Tate (Mizuhara Max), Ray Kon (Rei Kon), and others, advancing to the World Championship. This is a shared childhood memory for many born in the 1990s. The biggest feature of the first generation was the "Bit-Beast Resonance" theme, reminiscent of monster battles. In the anime, the four protagonists each used Beyblades representing the Four Sacred Beasts, such as Dragoon, Dranzer, Draciel, and Driger, and showcased the manifestation of these Bit-Beast forms, which were impossible to achieve with the real-life toys, adding a touch of romance for imaginative children.
The first generation "Beyblade" anime. Image credit:BEYBLADE WORLD ベイブレードアニメ公式ファンクラブ
The successive Dragoon Beyblades used by protagonist Tyson Granger. Image credit:Aucfree
I still remember how astonishing it was to see the unique Bit-Beasts from various countries during the World Championship. The most memorable was the Ecuadorian team from the Galapagos Islands, who claimed their Beyblades were gifts from their animal friends like marine iguanas, sea lions, and giant tortoises. The entire team was laid-back and casual, yet possessed considerable strength.
The Ecuadorian team, full of wild power, once put the Japanese team in a tough spot. Image credit:BEYBLADE WORLD ベイブレードアニメ公式ファンクラブ
After the anime aired, Beyblade fever finally erupted in Japan, becoming popular among elementary school students nationwide. Even convenience stores, which typically didn't sell toys, began stocking Beyblades, and the phenomenon subsequently spread to the United States, South Korea, Taiwan, and other regions, creating a whirlwind of excitement. The toys evolved from the simpler first generation to incorporate SG (Spin Gear System), MG (Magnet Gear System), EG (Engine Gear System), and HMS (Heavy Metal System), encouraging players to customize their Beyblades. This led to the organization of numerous competitions, big and small, across various locations, where players could compare whose Beyblade was superior. The official organizers even held the national championship finals at the Ryōgoku Kokugikan, which can accommodate tens of thousands of people, demonstrating the incredible fervor of the time.
Beyblade tournaments were successively held across Japan in 2001. Image credit:ＢＬＡＤＥＲ ＫＩＤＳ
Second Generation: Beyblade: Metal Fusion (2008–2014)During its peak, the first generation of "Beyblade" sold over 160 million units, but its 5-year and 7-month lifecycle quickly concluded in 2005 after the anime series finished airing. It wasn't until three years later that TAKARA TOMY officially unveiled the second-generation product, "Beyblade: Metal Fusion." This generation can be seen as an evolution of the HMS concept, featuring an entirely new "Metal Wheel" structure. The traditional Bit-Beasts were redesigned with astrological elements, and their attack, defense, and spin speed were all significantly enhanced compared to the first generation, leading to exciting battles with the satisfying clang of metal-on-metal collisions.
Official introduction video for "Beyblade: Metal Fusion." Image credit:YOUTUBE
"Metal Fusion" replicated the success of the first generation, igniting a second wave of Beyblade fever in Japan after its anime adaptation began airing in April 2009. The story diverged from the first generation's classic competitive route, incorporating classic shonen manga fantasy elements, with a strong resemblance to "Saint Seiya." The Beyblades featured in the series represented the countless constellations in the night sky. Their powerful special abilities were used as weapons since ancient times, even capable of altering natural phenomena. In modern times, they gradually transformed into tools for enjoying battles, capable of unleashing powerful special moves called "Special Moves" (Hissatsu Waza). Protagonist Gingka Hagane, wielding Storm Pegasus, embarked on a nationwide training journey to become the strongest Blader. Beyond winning the national championship, he also had to confront the evil organization "Dark Nebula," which used Beyblades for nefarious purposes, and prevent the resurrection of the God of Destruction, Nemesis.
The second generation "Beyblade: Metal Fusion" anime. Image credit:BEYBLADE WORLD ベイブレードアニメ公式ファンクラブ
The Beyblade "Storm Pegasus" used by protagonist Gingka Hagane. Image credit:B&A Archives
Interesting story developments and more varied Beyblade structures made the second generation Beyblade popular in several countries worldwide, with product sales surpassing the first generation. In 2012, the official 'Beyblade World Championship 2012' was even held in Toronto, Canada, inviting Beyblade warriors of all ages from a total of 25 countries/regions to participate.
The 'Beyblade World Championship 2012' event held in 2012. Image credit:Beyblade Battles
Third Generation: Beyblade Burst (2015～2022)TAKARA TOMY officially unveiled the third generation, "Beyblade Burst," in 2015. The overall story returned to a classic competitive plotline, focusing on protagonists like Valt Aoi, Aiger Akabane, Drum Koryu, the Asahi brothers, and Bell Daikokuten, as they strive to become legendary Bladers and win the national championship. If the first two "Beyblade" series drove toy sales through excellent story settings, "Beyblade Burst" gained attention through its revolutionary new toy design itself.
The third generation "Beyblade Burst" anime. Image credit:BEYBLADE WORLD ベイブレードアニメ公式ファンクラブ
Protagonist Valt Aoi's initial Beyblade, Valtryek. Image credit:TAKARA TOMY
Almost every month, "Beyblade Burst" required the release of 1-2 Beyblade products, necessitating constant preparation of new Beyblade designs. Image credit:マイナビ転職
This generation's Beyblades are primarily composed of three parts: the Energy Layer, Forge Disc, and Performance Tip. While seemingly similar to previous series, they feature an RPG-like 'burst' mechanism. Once assembled, the parts are not completely locked; instead, they gradually loosen like health bars when struck. When one Beyblade's 'health' is depleted, the entire Beyblade 'bursts' apart. Furthermore, the Energy Layer, used to strike opponents, boasts ingenious designs that grant each Beyblade unique skills. For example, when Revival Phoenix's outer ring is attacked to a certain extent, it detaches, creating an obstacle on the stadium that interferes with the opponent's spin. The highly popular Requiem S. also possesses both left-spin and right-spin capabilities, utilizing the rubber material on its Energy Layer to absorb the opponent's rotational energy. Later, parts with 'Awakening' abilities emerged, becoming stronger with more play. This essentially involves repeated use and wear on the Performance Tip or Energy Layer, causing changes in the Beyblade's stamina, movement trajectory, spin speed, and other performances, leading to a different battle style than before.
"Beyblade Burst" toy commercial. Image credit:YOUTUBE
Revival Phoenix's unique 'immortal' structure. Image credit:YOUTUBE
Awaken your Beyblade the proper way, no shortcuts! Image credit:ハムすけの備忘録
Over the years, many young Taiwanese Bladers have traveled abroad, achieving impressive results in both Asian Cup and World Championship competitions. Image credit:ハムすけの備忘録
Fourth Generation: Beyblade X (2023~)To commemorate the 25th anniversary of the original "Beyblade," TAKARA TOMY officially announced the latest fourth generation, "Beyblade X," in 2023. As a culmination product for the 25th anniversary, "Beyblade X" inherits elements from previous generations such as customization, metal, and burst, and introduces a brand-new "Xtreme Dash" mechanism to significantly enhance the sense of speed during battles. At the same time, "Beyblade X" breaks away from traditional toy frameworks. TAKARA TOMY aims to develop Beyblade into a new "GEAR SPORT" competitive sport, with plans for a more robust competition system and content in the future, allowing people of all ages and genders to fully enjoy the fun of Beyblade.
The structure of the "Beyblade X" series Beyblades can also be freely customized to change performance. Image credit:TAKARA TOMY
Recently, a classic model, "Driger S," was also released, combining with the new Beyblade X structure, attracting many nostalgic players back. Image credit:TAKARA TOMY
"Beyblade X" is primarily composed of a metal blade that strikes opponents, a ratchet that determines the center of gravity, and a bit that influences movement trajectory and endurance. It is divided into Attack types that counter Stamina types, Defense types that counter Attack types, Stamina types that counter Defense types, and Balance types that combine all abilities. While the structure may seem similar to previous series at first glance, the Beyblade's bit features a unique gear system. By allowing the gear to contact the Xtreme Line on the outer edge of the stadium, the Beyblade can unleash a super-accelerated special move, "Xtreme Dash," reminiscent of an anime performance!
"Beyblade X" promotional video. Image credit:YOUTUBE
There are four main types of Beyblades that counter each other. Image credit:TAKARA TOMY
Demonstration of the actual effect of "Xtreme Dash." Image credit:YOUTUBE
Beyond the Beyblade itself, the "BeyBattle Pass" connected to the launcher is another core gameplay element. This device can link with a mobile app. After players register their custom Beyblade data via the app, they can earn points by pulling the launcher for battles, completing in-app missions, purchasing products, or using QR codes to participate in official events. These points can then be used to enter official challenge events, offering a chance to win rare Beyblades. However, the app is currently only available in the Japanese region. An Asian version of the app is rapidly under development, so if you purchase officially distributed "Beyblade X" products, remember to keep the QR code on the packaging for future use.
Most activities related to "Beyblade X" can earn points, which can be used to participate in future official events. Image credit:TAKARA TOMY
Furthermore, the anime adaptation of "Beyblade X" is set to premiere on Taiwan's YOYO TV starting December 2023. The script for this series was written by Homura Kawamoto and Hikaru Muno of "Kakegurui," with Posuka Demizu, the manga artist behind "The Promised Neverland," handling character design. The theme song, "Prove," is performed by the popular Japanese rock band ONE OK ROCK, boasting a truly impressive lineup.
Fourth Generation "Beyblade X" anime promotional video. Image credit:YOUTUBE
After reading this introduction to the four generations of "Beyblade" over 25 years, has it sparked your childhood memories? Which generation is your favorite? Whether you're a veteran player looking to return or a new player wanting to start, both Beyblade Burst and Beyblade X are currently very accessible and easy to get into. You can experience the fun of new systems like Burst and Xtreme Dash!