Saban Brands Celebrates Continued EMEA Growth of Power RangersBrandora Editorial Staff - October 2017 |
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Following the recent U.K. premiere of “Power Rangers Ninja Steel”, the 24th season in the iconic TV series, and ahead of the franchise’s 25th anniversary, Saban Brands today shares details of Saban’s Power Rangers continued EMEA expansion that is being fuelled by new content, fresh product lines, engaging retail initiatives and comprehensive marketing activity.
Following the March 2017 release of the feature film “Saban’s Power Rangers” with Lionsgate, Saban Brands is bringing fresh content to U.K. fans with the TV series’ 24th season, “Power Rangers Ninja Steel” which premiered in August and is currently rolling-out across EMEA. New broadcast partners continue to come on board and this year Saban Brands has welcomed Neox (Spain), POP (Italy), E-Vision (UAE), Gulli Arabi (Middle East), Smile TV (Greece) and London Live (UK) to its expanding line-up.
Saban’s Power Rangers is a top boys action brand in the U.K. and to support the new TV episodes, Saban Brands and longstanding toy partner Bandai are teaming with major retailers across EMEA who are lining-up to stock the “Ninja Steel” products and proactively supporting the launch. For example, The Entertainer ran a comprehensive marketing campaign that included four ‘Super Saturdays’ events across its stores where fans could take part in challenges inspired by the new toys, enter competitions and enjoy exclusive discounts. Alongside this, Toys R Us was recently home to front of store feature space and will be showcasing the new toy range until August 2018. To generate excitement in France, hypermarket Auchan and toy specialist JouéClub will host Power Rangers meet and greet events. In addition, JouéClub will have flagship window displays and will be promoting their activity through radio advertisements.
Saban’s Power Rangers partners continue to be attracted to the broad EMEA licensing programme that now boasts almost 50 licensees. Bandai has launched a brand new “Ninja Steel” line of action figure and role-play toys. New additions to Saban Brands’ line-up include Sambro for backpacks/arts & crafts, IMC for RC and electronic toys, as well as Tech 4 Kids for ‘Mashems’ and ‘Blastems’.
Alongside these deals, Saban Brands has recently renewed its long-standing partnerships with Rubies (dress-up) and AFG Media (Morphsuits) and continues to see significant growth with apparel partner Smith and Brooks. In June, Saban Brands launched a successful DTR deal with UK retail giant Tesco, that saw a range of personalised gifting items including stationery, drink bottles, phone cases and much more launch online that fans can customise with their name.
Leila Ouledcheikh, SVP EMEA, Distribution and Consumer Products at Saban Brands says “Saban’s Power Rangers is the true definition of an evergreen property and for more than two decades, the brand has continued to prove its power with fans of all ages as demonstrated by the fact it currently ranks as a top action brand in the U.K. With the milestone anniversary on the horizon and the roll-out of “Power Rangers Ninja Steel”, we’re delighted to be bringing fans in the EMEA region a fantastic pipeline of multiplatform content, alongside a swathe of new merchandise.”
To continue driving brand awareness and fan engagement, Saban Brands is committed to ensuring fans can access dedicated Power Rangers content across multiple platforms including digital, on-demand, apps, games and social media. The popularity of the official Power Rangers channel on popular Super Awesome kids’ app, PopJam continues to climb while over on YouTube, this year has already seen Power Rangers videos receive over 186 million views across Europe, which equates to over 396 million minutes watched.