Hasbro Picks Up Power Rangers Toy License from Bandai

CBR

Hasbro Picks Up Power Rangers Toy License

By Brandon Staley

Published Feb 16, 2018

Hasbro has become the new global master toy licensee for Power Rangers after Saban Brands parted ways with Bandai.

Hasbro has picked up the license to design, produce and distribute toys based on the Power Rangers media franchise. The news comes a day after the announcement that Saban Brands, the Power Rangers rights holder, would be splitting with longtime toymaker Bandai, which had been the main Power Rangers toy licensee since the ‘90s.

Hasbro will be the new global master toy licensee for Power Rangers, though that “global” distinction isn’t necessarily all-encompassing. Hasbro will not have control over the Power Rangers toy market in Japan (as well as other select Asian countries). This is likely due to the intertwined history between Power Rangers and the Japanese series it is based on – the Super Sentai franchise.

“We are honored to create a world of play experiences for such an iconic action brand,” Brian Goldner, Chairman and CEO of Hasbro, said in a press release. “Saban’s Power Rangers are universally recognized and their hallmark attributes of teamwork and inclusivity perfectly align with our core values at Hasbro.”

Hasbro will officially take on the title of global master Power Rangers toy licensee on April 1, 2019. Bandai will continue to create Power Rangers toys until that time. This includes creating toys for the franchise’s 25th anniversary and the Super Ninja Steel series. After the April deadline, Bandai will continue creating Super Sentai toys for the Japanese market.

“Hasbro leads the way in brand storytelling and creating engaging experiences across its exceptional portfolio of blockbuster and partner brands,” Saban Brands founder Haim Saban said. “Quality, innovation and a focus on designing dynamic products for fans of all ages makes Hasbro a great partner for Power Rangers.”

Bandai has been in charge of producing Power Rangers toys ever since the franchise first debuted in 1993. Power Rangers is an adaptation of Kyōryū Sentai Zyuranger, a Japanese television show about costumed superheroes who fight otherworldly threats. The first season of Power Rangers even used stock footage from the series, while later season would go on to draw elements from other sentai shows.

Power Rangers is one of the longest-running live-action children’s television shows, totaling nearly 900 episodes across a 25-year run. The latest incarnation of the franchise is Power Rangers Super Ninja Steel. A recent film adaptation, simply titled Power Rangers, was produced by Lionsgates, but was deemed a box office failure when it made only $142.3 million on a $100 million budget.