Q&A: Elie Dekel

Mighty Morphin Power Rangers launched in 1993 and quickly became a hit in the U.S. and internationally. At the time, Elie Dekel was president of Saban Consumer Products/Fox Family Worldwide and he oversaw the marketing and branding of the show. Last year, Saban Brands reacquired the Power Rangers brand and reimagined the TV series. Power Rangers Samurai premiered on Nickelodeon in the U.S. in February and will continue to roll out around the world this year and next. Dekel, who today is the president of Saban Brands, is once again overseeing the development of licensing and merchandising of Power Rangers.
 
TV KIDS: The TV series Power Rangers Samurai has maintained some of the core values of the original series: empowering children, making good choices, helping others, to name a few. How are you reimagining Power Rangers in the consumer-products area?
DEKEL: There are certain things that are core to the Power Rangers play pattern—for example, the action figure. The toy line very closely mirrors what the kids are watching on the show. And Bandai has been an exceptional partner in being able to translate the entertainment into product. Each year as the show evolves and new themes come into this Power Rangers programming cycle, it gives an opportunity for new product that is very distinct and bespoke to the season that is on the air at that time. That has been one of the essential elements. Marry that with the fact that in the U.S. Power Rangers Samurai is on the air seven days a week between Nickelodeon and Nicktoons. That ongoing exposure is very helpful.
 
TV KIDS: When you have an iconic brand like Power Rangers, what advantages do you derive from its recognition factor when you are approaching licensees?
DEKEL: Power Rangers is now one of those properties that has transcended into an evergreen, and we’ve seen a tremendous interest in Power Rangers licensing. I think it’s because of the longevity of the brand, but also because it’s been proved over so many years and it’s become a stable, reliable consumer property. What’s interesting is that during the past year, since we reacquired the brand, I’ve been making Power Rangers presentations and talking to retailers and manufacturers and licensees and promotional partners, and not once have I had to justify the appeal or the popularity or the power of the brand. It’s really been a function of what’s the best opportunity and what’s the best content that we can take to the market that fits the new strategy. That’s even true with retailers because there is recognition of what the brand has been capable of accomplishing over the years. And now there is a new energy behind it. The power of a brand is indisputable in our business and as consumers are looking for the brands they know, it becomes harder for new brands to emerge. But it also enhances the value of brands that have attained that evergreen status. It’s core to our strategy that we are working with brands that have recognition and have a track record of appeal in the marketplace.
 
TV KIDS: Besides toys, what other products does the Power Rangers brand lend itself to?
DEKEL: What you will see through the balance of this year will be sleepwear, which is a great category for us; pajamas designed like the Rangers so the kids never want to take them off! School supplies are clearly an important category for us. At Halloween, costumes are critical. As we head into the holiday season we will be releasing video games for Wii and Xbox. We are releasing a series of mobile apps now and through the summer, and so the digital products are very much part of our strategy. And we are in the early stages of the live tour. For us it’s a comprehensive rollout of both product and content and brand presence in the market.
 
TV KIDS: After the U.S., in what other countries are you looking to roll out products?
DEKEL: We have a very extensive list of markets where the show will be airing. We had a very successful launch last MIPCOM and a very successful meeting with all of our broadcasters at MIPTV. Internationally we’ll see Bandai’s toy range following the pattern of the TV launch, and as we did in the U.S., we are leading with the toy products first, as Power Rangers is a toy-centric property. We want to channel the early demand to our toy product. And then over the months that follow, other categories would enter in a similar pattern to [the rollout] in the U.S.
 
Power Rangers Samurai just launched in the U.K., and toy products will be ready for back to school and fall. We’ll be launching the show throughout Western Europe between now and the end of 2011. In key markets we’ll see toy product in the market for the holiday season.

Latin America also launches this year and so do Australia and Canada. In spring of 2012, we are expanding into Scandinavia, Eastern Europe, the Middle East, India and South Africa. In the next 12 months we are rolling out in most of the world and then the toy line synchronizes with that.