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Bandai America’s Power Rangers Triumph as the Number One Action Figure Brand…Again!

Miscellaneous: Jay Cochran - 2003.07.14

CYPRESS, Calif., July 15 - Dominating the list of best selling toys each year since its inception in the U.S. more than a decade ago, Bandai America Incorporated today announced that its Power Rangers toyline is the top selling property in the action figure category for the first five months of the year (January - May 2003), according to market information company The NPD Group. In addition, to date, five of the top 20 action figure and accessory products are Power Rangers items. NPD Funworld, a division of NPD Group, is the leading market research firm reporting on the competitive forces that shape the toy and video game marketplace.

The evergreen Power Rangers toyline continues to earn the honor of Best Selling Action Figure Brand of all time - boasting top sales performances in the 1990s, 2000, 2001 and 2002. “The ongoing success of the Power Rangers brand is a remarkable achievement in the toy industry,” said Jim Silver, publisher, Toy Wishes Magazine. “It is extremely rare for an action figure brand to have such longevity and to maintain the high level of success that Power Rangers has accomplished since its introduction.”

Bandai America Inc., a subsidiary of Bandai Co. Ltd. and the world's third largest toy company, has held the master toy license for the Power Rangers since the brand’s inception. Bandai’s Power Rangers Ninja Storm toyline offers fans the biggest line-up to date, including new action figures, zords, playsets, vehicles and role play items, and new categories such as die cast vehicles and collectible trading cards. By end of 2003, Bandai will have produced more than 157 million toys over the past 11 years, placing a 5-inch Power Rangers action figure in two out of every three households.

“With so many action figure brands competing on the toy shelves these days, we are proud that Power Rangers remains unbeaten in the action figure category,” said Bill Beebe, senior vice president of sales and marketing, Bandai America Inc. “We have a strong history and tradition of reinventing the Power Rangers brand each season, through new themes, characters and packaging so that the toyline is always fresh and innovative - and, so that kids can look forward to the next megazord, action figure or cool vehicle.”

About Power Rangers

“Power Rangers Ninja Storm,” the 11th year of the phenomenal “Power Rangers” franchise, focuses on average teens who take on extraordinary powers of the legendary morphers and Super Megazords, and are transformed into superheroes challenged to defend Earth from the evil deeds of a wicked Ninja master. Two episodes air Saturdays (10:30 a.m. and 11:30 a.m.) on the ABC Television Network’s “ABC Kids” and also on ABC Family seven days a week (8:00 and 8:30 a.m. and 10:00 a.m. on Sunday) where “Power Rangers” is the cornerstone of the kids’ action/adventure programming block, occupying 15 timeslots each week.

Over the past eleven 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.

About Bandai America

Bandai America Inc. is a subsidiary of Bandai Co. Ltd., the third largest toy company in the world, with 27 subsidiaries in 8 countries worldwide. Global interests include toys and children’s entertainment, video game software, multimedia, music, full-length feature films, vending machines, trading cards, candies and licensed apparel.

Bandai America Inc. is celebrating its 25th anniversary as the master toy licensee of some of the most popular properties and brands in children’s toys and entertainment, including the Power Rangers, Gundam, Strawberry Shortcake and Hello Kitty product lines. Bandai America is headquartered in Cypress, California and company information is available at bandai.com.

Click here to see Bandai's Fall line-up of Power Ranger toys for 2003.

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