More than 7,000 people, spectators included, passed through the BEYBLADE X booth over four days at Anime Expo in Los Angeles. TOMY Company (TAKARATOMY) put the figure out in an August 4 release, after it closed out its July 2 to 5 run at the convention, where tens of thousands of visitors came through its two West Hall booths.
It was the company’s biggest consumer-facing event in the U.S. so far, according to TOMY’s June 22 announcement. The group has named “regional expansion” a core medium- to long-term priority and is building out its U.S. business.
Beyblade: 128 Bladers and a winner
The BEYBLADE X ANIME EXPO CUP 2026 ran on Saturday, July 4. Some 128 Bladers had registered, first come, first served. Kaede Muller won it. “I’ve been playing since the ‘Bakuten Shoot Beyblade’ generation,” Muller said, “and the reason I’ve stuck with it for so long is that competing and practicing alongside my friends is just so much fun.”
Off the stage, more than 2,500 people took part in battles through the cup, hands-on sessions and mini tournaments. On the booth stage, “Producer Battles” let fans challenge members of the Japanese development team. TOMY said a steady stream of challengers kept that corner busy. BEYBLADE has shipped more than 560 million units worldwide.
Licca-chan’s debut
The doll has been a Japanese icon since 1967, with about 69 million units sold, and reached North America in March 2026. At its first Anime Expo, the booth showed a collaboration with Hatsune Miku. A limited daily pre-sale of “Licca HATSUNE MIKU” sold out on all four days.
TOMY said visitors kept pointing to the doll’s distinctly Japanese design and its character tie-ins, from Hatsune Miku to Sanrio’s My Melody. Some had grown up with the doll in Japan and India. Several bought across the group’s brands in a single visit.
Gacha Galaxy
Gacha, from T-ARTS, was in its second year at the show. Its space-themed “Gacha Galaxy” held more than 80 machines stocked with products from over 80 character brands. At the “Gacha Reactor,” turning a giant handle set off sound and visual effects, and every participant took home an original “Gacha Collection Pouch.” A giant figure posed in the “Katazun” shoulder-lean stance served as a photo spot, with each visitor getting a print and a digital copy on the spot.
“At Anime Expo, we saw the passion of the BEYBLADE X community, fans discovering Japan-born ‘Kawaii’ culture through Licca-chan, and visitors enjoying the excitement of finding their favorite Gacha items,” said Akio Tomiyama, the company’s president and CEO.
Sources
- From Toys to Culture: How TOMY Is Expanding Japanese Play Worldwide
- TOMY (TAKARATOMY) Brings BEYBLADE X, Licca-chan, and Gacha⢠to Anime Expo 2026, Sharing a Century of Japanese "Asobi" with U.S. Fans
