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POWER RANGERS AN EYE FOR THE WEST


With Power Rangers, Bandai Japan is two years ahead of the UK series, and the US is six months ahead. This means Power Rangers toy designs are specially tweaked for children in the UK. “From a product development point of view, our US R&D team reviews Bandai Japan’s product line and develops the range more for the US and European market, as we currently don’t have the high-end collector market for the range,” says Bandai’s senior product manager Andrew Welch. “Working to maintain good quality product whilst offering value is a continual challenge for us – and the toy industry.”


SALES FORCE


The Morpher is one of the top- selling Power Rangers toys. It has evolved substantially over the years, and this Deluxe Gosei Morpher is Bandai’s most expensive and advanced yet. It’s due to launch at the end of July and will lead the rest of the Megaforce range due this autumn/winter. In the upcoming Megaforce TV series, it allows the high school teens to morph into Power Rangers, as well as summon their weapons and Zord vehicles. The Deluxe Gosei Morpher contains over 180 sounds, which can be unlocked by scanning in cards that come with different Megaforce toys (see ‘Playing its cards right’). “At Bandai, we pride ourselves on


PLAYING ITS CARDS RIGHT


The Deluxe Gosei Morpher includes ten cards: five based on the Power Rangers Megaforceseries and five based on previous series. It can scan the barcodes to unlock a unique phrase from each card. There is also a unique barcode at the top of each card which can be read by a free downloadable Power Rangers Card Scanner App. When a consumer points their smartphone at the card, it will unlock a clip from the show. Every Bandai Megaforce toy will include at least one unique card to use with the Morpher. Mid price- point items will come with at least two, while higher-priced toys can include more. “We recognise that apps are becoming more of an interest and appeal to children in a growing tech climate,” explains Welch. “Whilst children may not have


their own smartphone or tablet device, more than likely a parent or older sibling will. Across our brands, we are developing more added value content with apps, rather than standalone app-based product.”


developing good quality toys for the consumer,” says Welch. “Previous morphers have been a mid-price point for us. But with the morpher in Megaforce being even more integral within the Power Rangersseries, and so iconic, we have every confidence in this item when we launch it for autumn/winter.”


DAZZLING DETAILS


Power Rangersis well known for its bright, dynamic colour scheme, with the spandex-wearing rangers transforming into multi-coloured robots. But what’s the science behind this and how is it translated into toys? “The Power Ranger outfits have


POWERFUL RANGE


Other Power Rangerstoys in the line-up include Mini Figures, 10cm Action Figures and 16cm Battle Morphin’ Figures, as well as Zord Vehicles that connect together to build Megazords. Each 10cm figure includes accessories and one Power Ranger card. “We have always received very positive comments from retailers for our figure quality, with regard to


figure articulation and detail,” comments Welch. “And we have always sold Zord Vehicles, Cycles and Megazords so kids can emulate the Megazord combinations in the show, plus create their own. Again, this element in the range drives further product collectability.”


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always been very bright and iconic,” says Welch. “The Rangers’ team outfit colours change every series. Only the Red, Blue and Yellow Rangers are always present, with other colours like Green, Pink, Black added in to make the complete five Ranger line-up. “The high school teens’ clothes often include accent colours from the particular Power Ranger they are. In every Power Rangersseries there is a sixth member who joins the group to save the Earth, normally halfway through the series. “We have always included the


sixth Ranger within our figure and vehicle assortments, as this is a figure that receives a lot of consumer demand as soon as he is seen in a show.”


May 31


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