Power Rangers: Power-Packed Brand Strategy

Saban Brands is on track to debut new content, products, collaborations and more for the upcoming Power Rangers film.

April 6, 2018

3 Min Read

Saban Brands is on track to debut new content, products, collaborations and more for the upcoming Power Rangers film.

Power-Ranger_Group.jpgThe longest-running kids' action series in TV history, "Power Rangers," and parent company Saban Brands are developing new content, products, collaborations and marketing partnerships prior to the release of the upcoming Power Rangers film, set to hit theaters March 24.

"'Power Rangers' continues to be a pop culture phenomenon as we drive brand elevation and engagement," the "Power Rangers" marketing team said in a press release. "It's exciting for us to maintain our brand's incredible foundation while creating new and reimagined opportunities for the franchise... that said, while we have great new products and campaigns launching for the upcoming feature film, our focus is always on growing, evolving and delivering new products and opportunities for fans to engage with the entire 'Power Rangers' franchise across multiple touchpoints in innovative and modern ways."

The 24-year-old "Power Rangers" franchise—known for its positive messages, diversity and global reach—currently has a fan base of all ages, spanning the world over. The launch of the new movie, in partnership with Lionsgate, will give the "Power Rangers" brand the opportunity to continue to expand its offerings and grow.

"As examples to further speak to how this strategy is translating for a broader consumer base, we recently saw the 'Power Rangers' brand featured on Vogue.com as well as on the runway at New York Fashion Week in September 2016 and London Men's Fashion Week in January 2017," the release said. "Additionally, fashion influencers such as Gigi Hadid, Olivia Culpo, Hailey Baldwin and Jamie Chung, etc., have worn 'Power Rangers' apparel and Kourtney Kardashian and her family, amongst others, dressed as Power Rangers for Halloween. We are also really diversifying in retail as we've seen 'Power Rangers' on a wide range of retail shelves from Toys 'R' Us and Target to Selfridges and Bergdorf Goodman."


In addition to longtime partner Bandai, the brand has a roster of more than 90 global licensees for the Power Rangers movie, and more than 150 for the core/TV franchise. Licensing categories range from toy, apparel/accessories, collectibles, costumes, bedding/décor, publishing and video games, among others, for preschool kids to adults. The company is also launching an extensive line of feature film products as an extension of the overall franchise.

Starting this past holiday season, presales for key Power Rangers movie toy products began to roll out. As the film's release date approaches, additional categories will be on shelves globally, according to the company.

"As part of our integrated strategy for the 'Power Rangers' franchise, including the movie, we have partnered with global retailers to develop unique brand campaigns that speak to and engage with their shoppers," the release said. "This year, you will see expanded product offerings across current and new retailers around the world supported by integrated retail marketing campaigns for fans of all ages."

The new Power Rangers film will debut in U.S. theaters on March 24.

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