'Power Rangers' Expands EMEA Presence'Power Rangers' Expands EMEA Presence

Retailers like The Entertainer, Toys ‘R’ Us, Tesco, Auchan and JouéClub are on board to support the brand’s growth in the region.

EUROPE–Following the recent U.K. launch of “Power Rangers Ninja Steel,” Saban Brands has unveiled its continued EMEA expansion, which will be supported by new content, product lines, retail initiatives and more.

To support its continued expansion, Saban and long-standing toy partner Bandai are partnering with major retailers throughout the region to support the launch. For example, The Entertainer ran a comprehensive marketing campaign that included four “Super Saturdays” events across its stores. During the event, fans could take part in challenges inspired by the new toys, enter competitions and partake in exclusive discounts. In addition, Toys ‘R’ Us will showcase the new toy range until August 2018, and Tesco launched a range of personalized gifting items including stationery, drink bottles, phone cases and more online.

Meanwhile, in France, hypermarket Auchan and toys specialist JouéClub will host “Power Rangers” meet-and-greet events. JouéClub will also have flagship window displays and will promote their activity through radio advertisements.

Furthermore, Saban has signed on several new partners including Sambro for backpacks and arts and crafts; IMC for RC and electronic toys; and Tech 4 Kids for “Mashems” and “Bastems.” Alongside these deals, Saban has renewed its long-standing partnerships with Rubies for dress-up items and AFG Media for Morphsuits.

“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.,” says Leila Ouledcheikh, senior vice president, distribution and consumer products, EMEA, Saban Brands. “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.”

Additionally, Saban has signed on a number of broadcast partners for the series’ 24th season. They include Neox in Spain, POP in Italy, E-Vision in UAE, Gulli Arabi in the Middle East, Smile TV in Greece and London Live in the U.K.