TokuNation was first to break the rumored news that Bandai America was out and Hasbro was in, and now it’s official.
After the initial news that Power Rangers’s master toy license was no longer being held by Bandai America starting in April 2019, the news just kept flowing. After a new logo was found online, and swiftly deleted, before being uploaded to the official Power Rangers twitter account today, fans speculated as to what it meant.
With the streamline of Power Rangers news coming in a short time frame including:
- Nickelodeon being renewed for three years on Nickelodeon
- New Power Rangers logo
- Power Rangers and Bandai parting ways
many fans believed a fresh re-branding was on it’s way. And it is! Officially announced today, Hasbro is the new holder of the Power Rangers master toy license effective 2019.
Short press release from Saban Brands detailing the split from Bandai America (via Saban Brands)
After a successful 25-year partnership building the iconic action franchise, Power Rangers, Saban Brands and Bandai have mutually agreed not to renew their global Power Rangers master toy license agreement, effective April 2019. Bandai will continue to support Power Rangers, including the 2018 commemoration of the Power Rangers 25th anniversary and the current season, Super Ninja Steel. In addition, Bandai, through its partnership with Toei Company Ltd., will continue to exploit toy rights for the Super Sentai series, which has enjoyed over 40 years of success, in Japan and select other Asian territories.
Many fans were shocked about the news, yet the reception has been overall positive. With numerous outcries over the quality of Bandai America products becoming more vocal as of late, fans see this is a step in the right direction to take the brand and the franchise in a new direction — and some think this may also be the stepping stone to a sequel to the Power Rangers 2017 movie.
Haim Saban and Hasbro CEO Brian Goldner, spoke with The Hollywood Reporter about the switch in hands of the master toy license, and what it means for the future. Here are a few tidbits from the article:
“We’re particularly excited to partner together to help reignite and drive this brand for the next 25 years and more,” Hasbro CEO Brian Goldner tells Heat Vision about the deal. “It’s a partnership that is very collaborative and feels very good to us to be in business with Saban and to help power Power Rangers.”
As part of the new partnership, Hasbro will add teams of workers dedicated to the brand in its West Coast offices, allowing for “hourly and daily” collaboration with the crew at Saban in developing new product. Both Goldner and Saban praise the ease of collaboration between the companies already, with the latter joking that “both teams seem to get along so well that they don’t need Brian or me. The two of us have other things that we do, other than Power Rangers, even though it might not seem like it. Brian is running a multi-million dollar toy company!”
The two also agree on the potential for the partnership to grow the Power Rangers brand in multiple areas, as the show heads into its 26th season on Nickelodeon. (The network this week renewed the series through 2021.) “We’re particularly excited to introduce the brand to the youngest Power Rangers fans, but we’ve also talked for many years about the growth and development of the fan economy,” Goldner says, referring to the growth market of the older fanbase. “We do believe that fans today have more interest in, and more access to, fan-oriented products. The online retailing world allows us to retail products at higher price points, along with conventions, to move product that are aimed at older fans. You can only imagine with the amazing creativity of the Power Rangers show, as well as Haim’s own creativity, that this allows for some very exciting things as we move forward.”
Saban, meanwhile, framed his excitement about the future of Power Rangers — which he describes as a “three-way partnership between Saban, Nickelodeon and Hasbro” — by underscoring the importance of his latest partners.
This change brings a positive air to the fandom along with numerous ideas of possibilities of where the franchise will go next.
Read the full press released regarding Saban Brands and Hasbro joining forces (via Ranger Command Power Hour):
HASBRO NAMED GLOBAL MASTER TOY LICENSEE FOR SABAN’S POWER RANGERS
PAWTUCKET, R.I. AND LOS ANGELES – FEB. 16, 2018 – Today, Hasbro, Inc. (NASDAQ:HAS), a global play and entertainment company, and Saban Brands announced that Hasbro has been named the global master toy licensee for Saban’s Power Rangers. Under the terms of the agreement and in collaboration with Saban Brands, Hasbro will design, produce and bring to market a wide variety of toys, games and role-play items inspired by the franchise and its entertainment properties. Hasbro will hold the worldwide rights, excluding Japan and certain other Asian markets, effective as of April 1, 2019.
“We are honored to create a world of play experiences for such an iconic action brand,” said Brian Goldner, Chairman and CEO of Hasbro. “Saban’s Power Rangers are universally recognized and their hallmark attributes of teamwork and inclusivity perfectly align with our core values at Hasbro.”
“Hasbro leads the way in brand storytelling and creating engaging experiences across its exceptional portfolio of blockbuster and partner brands,” said Haim Saban, founder of Saban Brands and creator of Power Rangers. “Quality, innovation and a focus on designing dynamic products for fans of all ages makes Hasbro a great partner for Power Rangers.”
Created by Haim Saban and launched in 1993, Mighty Morphin Power Rangers quickly became a pop culture phenomenon. Today,Power Rangers is one of the longest running kids’ live-action series in television history with nearly 900 episodes produced to date. The TV series, currently in its 25th season with Power Rangers Super Ninja Steel, and feature films, including 2017’s movie with Lionsgate, follows the adventures of a group of ordinary teens who morph into superheroes and save the world from evil. Saban’s Power Rangers currently airs in 150 markets around the world and is translated into numerous languages.
The first set of products from Hasbro will be available in spring 2019. Both Hasbro and Saban Brands are dedicated to continue growing this iconic brand. In recognition of this investment and during a period of time after Hasbro becomes the master toy licensee, the arrangement provides Saban Brands and Hasbro with the opportunity to initiate Hasbro’s purchase of the Power Rangers property.
Hasbro (NASDAQ: HAS) is a global play and entertainment company committed to Creating the World’s Best Play Experiences. From toys and games to television, movies, digital gaming and consumer products, Hasbro offers a variety of ways for audiences to experience its iconic brands, including NERF, MY LITTLE PONY, TRANSFORMERS, PLAY-DOH, MONOPOLY, LITTLEST PET SHOP and MAGIC: THE GATHERING, as well as premier partner brands. Through Hasbro Studios and its film labels, Allspark Pictures and Allspark Animation, the Company is building its brands globally through great storytelling and content on all screens. Hasbro is committed to making the world a better place for children and their families through corporate social responsibility and philanthropy. Hasbro ranked No. 1 on the 2017 100 Best Corporate Citizens list by CR Magazine, and has been named one of the World’s Most Ethical Companies® by Ethisphere Institute for the past six years. Learn more at www.hasbro.com, and follow us on Twitter (@Hasbro & @HasbroNews) and Instagram (@Hasbro).
© 2018 Hasbro, Inc. All Rights Reserved.
About Saban’s Power Rangers
Saban’s Power Rangers franchise is the brainchild of Haim Saban, creator and producer of the original, Mighty Morphin Power Rangershit series that launched in 1993. Following its introduction, “Power Rangers” quickly became the most-watched television program in the United States and remains one of the top-rated and longest running kids’ live-action series in television history. The series, currently in its 25th season, follows the adventures of a group of ordinary teens who morph into superheroes and save the world from evil. It is seen in more than 150 markets, translated into numerous languages and a favorite on many key international children’s programming blocks around the world. For more information, visit www.powerrangers.com.
About Saban Brands
Formed in 2010 as an affiliate of Saban Capital Group, Saban Brands acquires, develops and manages a world-class portfolio of entertainment properties. Saban Brands applies a global 360-degree management approach to growing and monetizing its brands through content, digital, marketing, distribution, licensing and retail in markets worldwide. Saban Brands’ growing entertainment portfolio of brands includes Power Rangers, Rainbow Butterfly Unicorn Kitty, Paul Frank, Popples, Glitter Force, Cirque du Soleil Junior – Luna Petunia and La Banda, amongst many others. Saban Brands is headquartered in Los Angeles with a global network of offices. For more information, visit www.sabanbrands.com.