It is normal for toy based anime to promote their latest product using anime as medium. Beyblade is about toys and it always be.
But when the proportion itself is larger than the overall story, it will reduce the enjoyment of the anime itself, make it no more than advertising medium with mediocre storyline. That's the current trend of modern Beyblade franchise.
In contrast, the best series so far, Bakuten Shoot G-Revolution, never heavily emphasized on promoting product, but focusing on interesting story and enough character development. Without implicitly stating "Boys only toys" in the story, that proved by the absence of competitive female bladers
in this recent series, the earlier version of Beyblade was indeed has no gender equality issue.
If Takara is truly targeting larger market that encompass wide range of age and gender, then they have to improve their strategy. Plastic generation, even though never heavily advertised, in fact still popular and give a great remark for Beyblade fans due to its memorable story, this will eventually result in long term selling products that will give better profit for the company itself.
The average score of latest generation was always less than its predecessors, I hope Beyblade will get better in the future in order to break its downgrade tradition.