Saban’s Power Rangers expansion is being fuelled by new content, fresh product lines, retail initiatives, and comprehensive marketing activity.
To support the new TV episodes, Saban Brands and longstanding toy partner Bandai are teaming with major retailers across EMEA who are lining-up to stock the Ninja Steel products, and proactively supporting the launch. The Entertainer ran a comprehensive marketing campaign that included four Super Saturdays events across its stores, where fans could take part in challenges inspired by the new toys, enter competitions, and enjoy exclusive discounts. Alongside this, Toys R Us was recently home to front-of-store feature space and will be showcasing the new toy range until August 2018.
Saban’s Power Rangers partners continue to be attracted to the broad EMEA licensing programme that now boasts almost 50 licensees. Bandai has launched a brand new Ninja Steel line of action figure and role-play toys. New additions to Saban Brands’ line-up include Sambro for backpacks/arts & crafts, IMC for RC and electronic toys, as well as Tech 4 Kids for Mashems and Blastems.
Alongside these deals, Saban Brands has recently renewed its long-standing partnerships with Rubies (dress-up) and AFG Media (Morphsuits) and continues to see significant growth with apparel partner Smith and Brooks. In June, Saban Brands launched a successful DTR deal with Tesco, which saw a range of personalised gifting items including stationery, drink bottles, phone cases and much more launch online that fans can customise with their name.