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POWER RANGERS


Power Rangers: Anatomy of a blockbuster toy


Go Go Power Rangers! It’s been a top ten boys action brand since the TV show leapt onto screens in 1993 and now it’s powering up again for its 20th anniversary with Megaforce. Dominic Sacco looks at the past, present and future of Power Rangers before analysing the latest Morpher toy over the page


IN A MARKET increasingly occupied by retro brands and comeback toys, one property in particular has broken the mould. Rather than going for


years without any new products or TV shows, then coming back, Saban’s Power Rangershas had a mostly constant presence in its 20-year history in the UK. And it’s never dipped out of master toy licensee Bandai’s portfolio. This means sales have been consistently strong as opposed to those with peaks and troughs. Power Rangershas


actually been around for 35 years in Japan and made its UK debut in 1993 on GMTV, with Mighty Morphin Power Rangerspulling in more than four million viewers at its peak. The base story – five everyday high school kids that can transform into powerful beings to protect Earth – has been around ever since. It was sold a few times along the


PARTY RANGERS MIGHTY MORPHER


We blast to the past and round up the top-selling Morpher toys in Power Rangers’history:


1995-96 This Morpher is from the original Mighty Morphin Power RangersTV series


2004 Wind


way, but original owner Saban re-acquired the brand in 2010 and launched Power Rangers Samurai. Within toys, it’s been a top ten boys action brand since 1993 and the number one in 1994, 1995, 2003 and 2004. Bandai picked up Toy of the Year for the brand in ‘94 and Boys Toy of the Year in ‘95. Power Rangersis currently the number six boys action brand (NPD March) and Bandai says it is continuing to climb the charts.


Power Rangers celebrated its 20th birthday at the 2013 London Toy Fair, with over 100 people attending. Bandai’s senior product


manager Andrew Welch says: “We had a good mix of retailers, toy/licensing trade and licensees join us to celebrate.”


30 May


So what’s made it such a consistent seller? The good versus evil theme? Giant robot swords? The impossibly bright spandex suits? “There are very few


brands like Power Rangers,” Bandai’s senior product manager Andrew Welch tells ToyNews. “It’s one of Bandai’s best known toy ranges globally and the dynamic live-action TV


series resonates strongly with kids. “Its core ingredients are


characters fighting against mutants. It appeals to both sexes, has a broad age range and the show can be enjoyed by all the family. “Every year there is a new themed Power Rangers series and Bandai complement this with a fresh toy range of figures, vehicles and role-play for fans to enjoy.”


MORPHIN’ TIME


One of the most popular Power Rangers toys is the Morpher, which allows the TV characters to transform into Rangers. The brand new variant – the Deluxe Gosei Morpher – launches at the end of July (see ‘Sales Force’over the page for more information or ‘Mighty Morpher’for a brief history). This leads the entire Megaforce range for


autumn/winter 2013, based on the new show of the same name, which airs this summer. “We see Power Rangers as a child’s first action figure, with the brand’s core age being between three and six,” adds Welch. “Of course, we have fans buying product older than this – consumers are buying into brands they are familiar with. “We always offer a good mix of figures, vehicles and role-play toys across all price points. We also refresh product assortments regularly to offer further collectability. “Whilst there are brands


re-introduced, Power Rangers has stayed in the toy market for over 20 years. “We will work hard with licence owner Saban for Power Rangersto remain a key boys action brand for more years to come.”


Morpher from the Power Rangers Ninja Storm TV show


2006 Delta


Morpher from Power Rangers SPD


2013 Power Rangers Megaforce Deluxe Gosei


Morpher


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