Takara Tomy (then known as Takara) introduced the brand during 1999 in Japan and garnered immediate success and popularity. As Beyblade became known throughout Asia, American toy company, Hasbro, licensed the series outside of Asia in 2002 to increased acclaim. However its popularity shrunk and a hiatus followed in 2006. Though in 2008, Takara Tomy issued a Beyblade revival and it once again went global in 2010 with Hasbro's help. Since then, Beyblade has attracted greater popularity and success than before, and is ongoing. Quite a popular toy brand, over 90 million units have been sold since 2010.