Saban’s Power Rangers Expands EMEA Presence

Saban Brands has secured broadcast partners and licensees for Saban’s Power Rangers across the EMEA region, where a new product line is rolling out.

The 24th season of the show, Power Rangers Ninja Steel, recently launched in the U.K. and is currently rolling out across EMEA. New broadcast partners continue to come on board the series, and Saban Brands has signed deals with Neox (Spain), POP (Italy), E-Vision (UAE), Gulli Arabi (the Middle East), Smile TV (Greece) and London Live (the U.K.). In addition, Saban Brands and toy partner Bandai are teaming up with retailers across EMEA to stock Ninja Steel products.

Saban’s Power Rangers’ EMEA licensing program now counts nearly 50 licensees. Bandai has launched a brand-new Ninja Steel line of action figure and role-play toys, and additions to Saban Brands’ licensee roster include Sambro for backpacks and arts and crafts, IMC for RC and electronic toys, as well as Tech 4 Kids for “Mashems” and “Blastems.” Additionally, Saban Brands recently renewed its long-standing partnerships with Rubies (dress-up items) and AFG Media (Morphsuits), and continues to see growth with apparel partner Smith and Brooks. In June, Saban Brands launched a DTR deal with U.K. retail giant Tesco that saw a range of personalized gifting items, including stationery, drink bottles, phone cases and more launch online.

The Entertainer ran a marketing campaign that included four ‘Super Saturdays’ events across its stores, where fans could participate in challenges inspired by the new toys, enter competitions and receive exclusive discounts. Toys“R”Us will be showcasing the new toy range until August 2018. In France, hypermarket Auchan and toy specialist JouéClub will host Power Rangers meet and greet events. JouéClub will have flagship window displays and will be promoting its activity through radio advertisements.

Leila Ouledcheikh, the senior VP for EMEA distribution and consumer products at Saban Brands, said, “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 rollout 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.”