Bandai are revving up plans for the launch of their Power Rangers Samurai toy range now that the accompanying show has hit TV screens. Bandai have been the toy partner for Power Rangers since its inception in 1993 and will be working with Nickelodeon UK to launch the supporting toy range summer 2011. The new toy range will feature 10cm Action Figures as the entry price-point, as well as 16cm Switch Morphin figures; Disc Cycles with Figure, Samurai Morpher, Samurai Megazord and the Samurai Mega Blade.

Andrew Welch, boys’ product manager for Bandai comments, “Power Rangers is a much loved, evergreen boys brand and we are very excited about the new Samurai series and toy range. It is great to see the TV series receive such a positive reception and we look forward to the toy launch in July and similar success to that enjoyed in the US”. The brand new series of Power Rangers Samurai is proving a hit with UK children, with an average of 60,000 kids tuning in to each episode (Source: BARB, C&S Homes, Boys 4-15, 7th-15th May 2011). Power Rangers Samurai is currently the number 1 show on Nickelodeon UK and since its premier on 7th May 2011 has brought in 150% more boys to the channel than the slot average. Including sneak peaks, 744,300 viewers (including 454,500 kids) have tuned into Power Rangers Samurai since launch, replicating the success already seen in the US earlier this year (Source: BARB, C&S Homes, 4+, Kids 4-15, 2nd -15th May 2011).

With such strong TV audiences, brand awareness is increasing and Bandai will be looking to capitalise on fans’ excitement for the toy launch on 1st July.

Kirk Bloomgarden, SVP International for Saban Brands says, "We are thrilled with the response that Power Rangers Samurai has had on Nickelodeon in the UK. Our success in the UK follows the phenomenal results we've had in the US on Nickelodeon. The UK has always been one of the strongest markets in the world for the Power Rangers franchise and the ratings results on Nickelodeon confirm that UK fans have embraced Samurai. We can't wait for the launch of Bandai's toy product this summer and the roll-out of additional Samurai product from our other strong UK licensees later this year and into 2012."

Tina McCann, SVP managing director of Nickelodeon UK, adds: “We’re delighted the legendary Power Rangers franchise has proved so popular with viewers. This fun and iconic property has spanned over two decades, and now we are introducing them to a whole new generation of kids. The show contains the elements our audiences love – heroes, villains and dynamic action, while emphasising core values of friendship, teamwork and empowerment.”

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