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Rogers & Cowan announces Beyblade account win

NEW YORK: Rogers & Cowan announced Thursday it beat out four other firms to handle the PR for the Beyblade World Championship this summer in New York City.

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Hill & Knowlton, Burson-Marsteller, Edelman, and Porter-Novelli also competed in the RFP launched by Nelvana Limited, a worldwide producer and distributor of children's programming and products.

Beyblade is a cutting-edge version of the classic spinning top, and Nelvana's world championship will draw competitors ages 8 through 14 from 10 countries in August.

Rogers & Cowan would not disclose the financial terms of the campaign, but EVP Matt Losordo, who helped craft the pitch to Nelvana, said the campaign has "a six-figure budget."

Rogers & Cowan hopes to include a dramatic event during the championship, Losordo said.

"We'd like an opportunity for one of these kids to accomplish an amazing feat," he said.

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