Mighty Morphin’: Saban Brands on the success of Power Rangers

Why is 2017 set to be a big year for Power Rangers?

2017 continues to be a monumental year for an iconic brand, Power Rangers. To start, the series is currently in its 24th season with “Power Rangers Ninja Steel” airing on Nickelodeon in the US and POP within the UK, which includes a global rollout throughout the year.

Additionally, the feature film with Lionsgate, “Saban’s Power Rangers,” premiered around the world in theaters in March 2017. With the film’s release, the franchise continues to launch Power Rangers experiences as well as products across a diverse range of categories with notable firsts such as a girls’ sportswear program, a highly viewed Twitch a marathon of every episode in Power Rangers history and a chart-topping mobile game, Power Rangers: Legacy Wars.

Nostalgia is high for the pop culture phenomenon with fans including celebrities such as Kourtney Kardashian, Gigi Hadid, Hailey Baldwin, JJ Watt and many more buzzing about their favorite Rangers.

What excitement and demand have you seen surrounding the new Power Rangers movie?

Since the TV show’s premiere in 1993, there has been an ongoing, large appetite for all things Power Rangers. This year, Saban Brands strategically worked on opportunities to further expand the franchise’s product offerings, experiences and audience segments with the continued, growing demand for the global, pop culture phenomenon.

To name a few examples of ongoing demands, we saw the Power Rangers mobile game, Power Rangers: Legacy Wars debut at number one on the iOS Free App Chart to incredible retail space with partners around the globe such as Selfridges.

What will this be bringing to the licensing space this year and beyond?

In every segment of the Power Rangers business, we look to always represent and reflect the brand’s core DNA of teamwork and inclusivity.

The Rangers are normal teens who morph into superheroes and these teens are extremely relatable to people of all ages around the world. This continues to be an important reason the Power Rangers and its licensing programs resonate with so many around the world.

We will continue to evolve with new seasons of the show as well timely consumer products programs, partnerships and activations that speak to core and new fans while maintaining what people know and love about the Power Rangers. We also have our sights set on celebrating with our dedicated fan base as we approach the franchise’s 25th anniversary in 2018.

What ambitions do you have for the Power Rangers brand this year and beyond?

The fact that the Power Rangers is currently in its 24th season and is one of the longest running kids action series in TV history is one example of how the franchise has truly stood the test of time with its huge, global fan base. At Saban Brands, we always look forward to introducing new experiences for ongoing and new fans of the franchise and we will continue to do so as we approach the Power Rangers’ 25th anniversary in 2018. We’ll showcase new partnerships and content as well as digital offerings and many more exciting opportunities for fans to engage with their favorite Rangers!

What partners have you already got on board and who did you work with around the Power Rangers movie?

In addition, master toy licensee, Bandai, the Power Rangers’ consumer products program continues to be a top selling kids action figure brand but also delivers a diverse range of categories including toys, apparel, costumes, collectibles and gaming amongst many others with more than 150 licensees globally spanning a wide audience from kids to adults. We also have best-in-class retail programs currently at all the majors including Walmart, Target and TRU.

We’ve seen great retail partnerships in the UK such as with Smyths Toys, Next, The Entertainer and Tesco as well as Selfridges where our epic Power Rangers window takeover could not be missed. Igniting nostalgia for retro-styled apparel, we have best-selling retro tees at new retailers such as Zara, with more to come.

The Power Rangers brand recently activated elevated, global collaborations in beauty and fashion and more including GlamGlow, KITH, Build-A-Bear, Dannijo, and Bobby Abley which allowed us to secure Power Rangers in unexpected, new retail partnerships such as Selfridges, Collette and Bergdorf Goodman, to name a few. 

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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