More than 560 million BEYBLADE units have shipped worldwide. In early July 2026, TOMY Company, Ltd. (TAKARATOMY) will put the brand in front of American fans in person at Anime Expo in Los Angeles.
The company announced on June 22 that it will bring three Japan-born brands to the convention, which runs July 2 to 5. TOMY called it the biggest consumer-facing moment in its U.S. market to date. The group has named “regional expansion” a core medium- to long-term priority, and it is building out its U.S. business as demand for Japanese entertainment climbs. Japan’s Ministry of Economy, Trade and Industry projects that market could grow from several trillion yen today to tens of trillions, or more than US$100 billion.
“Anime Expo, in the global entertainment hub of Los Angeles, is the ideal place for fans worldwide to experience the Asobi that TAKARATOMY creates firsthand,” said Akio Tomiyama, the company’s president and CEO. Asobi is the Japanese word for play, and the company has built its identity around it.
BEYBLADE X
This is the brand’s third year at the show. BEYBLADE grew out of the traditional Japanese spinning top, the beigoma. The BEYBLADE X ANIME EXPO CUP 2026 is set for Saturday, July 4, as the brand’s own on-site tournament. Members of the BEYBLADE development team are flying in from Japan for a live battle session against fans, and a free-play area will let newcomers and longtime players try the tops. TOMY noted that results in the cup do not affect qualification for any other global tournaments.
Licca-chan
Anime Expo is the doll’s debut. Licca-chan has been a Japanese icon since 1967 and has sold about 69 million units, and it entered the North American market only in March 2026. At the booth, TOMY will premiere two products from a collaboration with Hatsune Miku: “Licca HATSUNE MIKU” and the “Petit Licca HATSUNE MIKU Collection.” An exclusive pre-sale of the Licca HATSUNE MIKU doll, original design card giveaways and a display of the Licca-chan collection round out the booth.
Gacha
Gacha comes from T-ARTS Company, Ltd., which leads Japan’s fast-growing capsule-toy market. This is its second year at the expo. Visitors can try machine-themed activities and photo spots. On sale: capsule toys from more than 80 Gacha machines, figures from the “PERIHAPI!” brand that grew out of the line, and a backpack shaped like a capsule machine, the “Showy Gacha2 Light.”
BEYBLADE X is at West Hall WH-1600. Licca-chan and Gacha share West Hall WH-900.
