Power Up: Saban Brands on the might of Power Rangers in the boys' market

Robert Hutchins

By Robert Hutchins

November 20th 2017 at 1:31PM
UPDATED November 21st 2017 at 10:26AM
Power Up: Saban Brands on the might of Power Rangers in the boys' market

Since its launch to screens in 1993 to big blockbuster movies, Saban Brands' Power Rangers has been propelling the boys' market for a quarter of a century. Licensing.biz explore the might of the brand.

Heading into its 25th anniversary year, Saban’s Power Rangers has continued to reign as a pop culture phenomenon and top boys’ action brand.

Since the show’s premiere in 1993 with Mighty Morphin Power Rangers, the franchise has represented inclusivity, diversity and teamwork, resonating with fans of all ages around the globe.

These normal teenagers with attitude morphed onto the screen nearly 25 years ago and launched a franchise with staying power, while representing all kids on-screen, making it an aspirational superhero brand that people also intrinsically identify with.

Through each new season, new kids discover Power Rangers and the franchise carries through to adulthood as they become collectors.

Currently in its 24th season, Power Rangers Ninja Steel, the series is one of the longest running in television history, racking up 846 episodes, airing in 150 markets and being translated into numerous languages. There are 50 licensing partners in the EMEA region and many, many more around the world.

Additionally, Power Rangers has consistently been a top 10 kids’ action brand and this year, it has been the UK’s top kids’ action figure brand for six consecutive months.

The power continues to build and in the EMEA region, for example, new licensees include Panini for a sticker collection, IMC for electronic and radio-controlled toys, Sambro for back-to-school and arts and crafts, Tech 4 Kids for Mashems and Blastems, and many more to be announced.

Long-standing partners such as Rubies and AFG Media regularly develop new ranges and Fisher Price’s line of Imaginext figures, play-sets and vehicles continue to capture the imaginations of younger fans.

Retail executions are ever more important, with major initiatives in FMCG and grocery categories this year. Experiential opportunities are also key in Italy, for example, Power Rangers was featured in POP Italia’s summer event. Power Rangers also formed a key part of the kids’ activity programme in November on The Gulli Cruise in France.

New broadcast partners continue to come on board such as Neox in Spain, POP in Italy, E-Vision in UAE, Gulli Arabi in the Middle East, Smile TV in Greece and London Live in the UK.

The full Power Rangers library can also be streamed on Netflix.

Power Rangers continues to engage with consumers through social platforms and digital content with strong digital presence in apps, games, social media, on official Power Rangers channel on PopJam, over 2.8 million fans on Facebook and more.

In 2018, Power Rangers will celebrate 25 powerful years with never-before seen content, partnerships, interactive programmes and more. The brand will remind fans that You’ve Got the Power to unleash your inner superhero and inspire the powers of inclusivity and teamwork. So, Go Go Power Rangers.

For more info or for licensng enquiries, drop either Tim Juckes or Lucy Salisbury from the consumer products team a line on tjuckes@sabanbrands.com and lsalisbury@sabanbrands.com