Bandai America Incorporated Continues Its "Powerful" Legacy as the Master Toy Licensee of Power Rangers
by Jay Cochran
May 17, 2010
Bandai America Incorporated, a leading manufacturer and master toy licensee of top children’s and interactive entertainment, announced today that it will continue as master toy licensee for the iconic pop culture powerhouse Power Rangers. Under the deal with Saban Brands, a new subsidiary of Saban Capital Group, Inc., Bandai America will continue its nearly twenty year tradition of developing fun and engaging action figures, playsets, role play items and more for the Power Rangers brand worldwide. The partnership comes on the heels of the announcement that the worldwide brand rights have returned to original franchise developer, Haim Saban.
“It is only natural that as Power Rangers return to its original home with Saban, the toy license remains with Bandai America, creators of inspired, inventive toys for the brand since its inception”
In addition to Bandai America developing and manufacturing exciting new toys for the American market, Bandai Europe will also continue to produce and distribute the Power Rangers toy line across the continent. The toy lines will complement the re-imagined Power Rangers television series with new episodes set to air on Nickelodeon starting in 2011. Further, as part of the agreement, D3Publisher of America, Inc., developer and publisher of interactive entertainment software, will produce video games for the Power Rangers brand.
“Bandai America is committed to developing innovative toys that will reignite the Power Rangers brand as it embarks upon its third decade of pop culture dominance,” said Masayuki Matsuo, chairman and chief executive officer, Bandai America Incorporated. “The renewal of the Bandai and Saban collaboration will spark new fans and bolster longtime fan loyalty by delivering quality entertainment and create imaginative, modern play experiences.”
“It is only natural that as Power Rangers return to its original home with Saban, the toy license remains with Bandai America, creators of inspired, inventive toys for the brand since its inception,” said Elie Dekel, managing director and head of Saban Brands. “We are confident this reignited partnership will produce continued success and introduce the Power Rangers to a new generation of kids.”
In 1993, the Power Rangers dominated the air-waves, pop culture and playtime by showing that heroes and teamwork conquer all. Throughout the last 17 years, the brand has maintained its themes of teamwork, honesty, loyalty, courage, family, friends and above all, the victory of good over evil. In the past year, Bandai America launched a refreshed Mighty Morphin Power Rangers toy line to match the revamped Mighty Morphin television series.