Hasbro is continuing its reinvention by answering a question that many fans and retailers alike have been asking: “What’s happening with the Power Rangers?”
Following some recent dormancy with the brand in the toy department, Hasbro inked a global licensing agreement with Playmates Toys under which the company known for its Teenage Mutant Ninja Turtles figures will take over production and distribution of Power Rangers products.
Playmates Toys will debut its range beginning with a kid-focused Mighty Morphin Power Rangers toy line next year. The deal with Hasbro also grants the company rights to develop additional cross-category products, including action figures, blasters, plush, role play, vehicles, and accessories with global distribution across all regions excluding Asia.
Playmates’ ability to interpret character-based storytelling in highly detailed, innovative, and affordable products has revitalized several iconic brands, they are the perfect fit to fully expand the Power Rangers franchise. While we’ll continue to provide oversight and direction on future Power Rangers product ranges, Playmates will leverage its action figure and accessory design, development, and marketing expertise to create an entirely new play and collecting experience for fans of all ages. With two powerhouse companies coming together to support a powerhouse brand, the potential is limitless!”
Hasbro says it will retain all entertainment rights and will continue managing licensing activities for the brand.
“We are honored to work with Hasbro on the re-imagination of this iconic franchise’s toy line for long-time fans and a new generation of children,” says Karl Aaronian, Senior Vice President of Marketing at Playmates Toys. “Playmates and Hasbro speak the same toy language and share a passion for Power Rangers, a multi-generational phenomenon that has stood the test of time.”
Looking ahead, Hasbro will exhibit at Licensing Expo next month and plans to further activate the Power Rangers brand through offerings on its direct-to-consumer (DTC) Hasbro Pulse platform and a with an increased presence at Comic-Con International: San Diego (SDCC) and other industry events.
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