Bandai America's Power Rangers Brand Continues Reign As Boys' Action Figure Favorite
(Cypress, CA - May 11, 2006) - The Power Rangers brand demonstrated once
again its phenomenal popularity by topping the 2005 year-end sales charts. The
evergreen brand, now in its 14th year, has consistently ranked high among boys'
toys since being introduced in 1993 by Bandai America Inc.
For the past 13 years, Power Rangers action figures have captured the
imaginations of young boys as they engage in the triumph of good over evil. In
fact, the brand has been the #1 selling action figure property throughout much of
the 1990's, in 2000 and 2001. Power Rangers ranked second in the Action
Figures & Accessories Supercategory based on 2003, 2004, and 2005 dollar sales,
according to market information company The NPD Group. In many of those years,
the line remained competitive with toys based on blockbuster movies, reinforcing
that Power Rangers is a consistent "go to" brand in its category.
"Power Rangers' long-term success is a true marvel in an industry where
competition within the boys' category is always at its fiercest," said
Reyne Rice, a toy trends expert who has more than 25 years of experience."Every year, the brand re-invents itself with a new theme that resonates with
young boys, which contributes to its ongoing popularity. Clearly, Bandai
America has demonstrated its leadership in boys' toys as a result of their
success with Power Rangers."
"This brand has managed to stay on top through all of these years because it
consistently taps into how boys play, while preserving the core values of good
always triumphing over evil, teamwork and loyalty," said Matt Golding,
director of marketing for Bandai America Inc."We' ve partnered with
Disney to ensure these toys bring to life what the fans see on TV. Our strong
relationship continues to help kids play out the adventures of the Power
Rangers. We have also greatly increased the fans' ability to interact with
the brand, particularly through our official site at GetPowerized.com, which
features a number of unique activities and promotions.
"In the latest iteration of the Power Rangers' story, five brave young teens
are called forth to take up the challenge and fight for the survival of the
planet. Under the guidance of their wise mentor Udonna and the ancient Xenotome,
the Book of the Unknown, these five Sorcerers embark on mystical adventures,
befriend magical dragons and battle dangerous beasts. Power Rangers Mystic Force
debuted in February 2006 as the dynamic 14th season of this perennially popular
boys' franchise. As a major ratings and retail powerhouse, the new series
airs 25 times a week on ABC Kids and the Jetix boys' action block on ABC
Family and Toon Disney.
For 2007, Bandai America is planning a promotional campaign to capitalize on the
remarkable 15th season. As the brand has evolved, Bandai America has increased
its promotional activities and Web site interaction through such efforts as the
' What Happens Next?' Complete the Ending Web-Movie contest.
The Mystic Force toy line, which combines dragons and knights with magic and
Megazords, can be found at all major retailers nationwide. This year' s key
- 5" Action Figures, the most popular product category, offers a total of four
assortments with new and different features throughout the year, including lights,
translucent bodies, sound and triple morphin action.
- Vehicles, from the new Mystic Force Cycles and the all-terrain Mystic Force
Trackers to the Mystic Force Dragon Mobiles, Power Rangers vehicles remain key in
the brand' s lineup. For increased collectibility and play possibilities, the
missiles from the Cycles can be mixed and matched across the line.
- Megazords, including the Titan Megazord, which is comprised of five Power
Rangers as super Zords, and morphs into three modes for endless play
- Role-Play, featuring an expanded lineup that includes Mystic Morphers, the Titan
Saber, Ultimate Dragon Saber and Mystic Saber Max, which are modeled after weapons
seen on the TV series.
About Power Rangers
Over the past thirteen years, the Power Rangers have been on Earth, in space, on
the moon, under water, traveling through time, in the jungle and anywhere evil
lurks. They' ve battled Rita Repulsa, Divatox, Master Org, Dark Spector,
Toxica, Jindrax and many more evil-doers - villains who have been shrunk to
miniatures, tossed in jail, reduced to ooze or banished. Over time, the brand has
maintained its themes of teamwork, honesty, loyalty, courage, family, friends and
above all, the victory of good over evil. With a far greater reach than any other
kids TV franchise, Power Rangers is currently seen more than 60 times each week on
ABC Family, Toon Disney, and on the ABC Television Network every Saturday morning.
The brand has established its ubiquity by introducing such words as"Zord,""Megazord" and"Morpher" into the modern lexicon.
About Bandai America
A leader in introducing Japanese toy trends to the United States, Bandai America
Incorporated is a subsidiary of NAMCO BANDAI Holdings (USA) Inc., a newly formed
entity that resulted from the integration of Namco Ltd. and Bandai Co. Ltd. of
Japan. Global interests now encompass five strategic business units: toys and
hobby (toys, models, apparel and sundries), amusement facilities, game content
(home and arcade console gaming), mobile content, and visual and music content
(including home entertainment). Bandai America is the manufacturer and master toy
licensee of some of the most popular brands in children' s toys and
entertainment today, including Power Rangers, Teen Titans, Firehouse Tales,
Tamagotchi and Magical DoReMi. The company is headquartered in Cypress, California
and information is available at www.Bandai.com.
|Posted 12 May, 2006 - 12:20 by JoshB|