Bandai America looses Power Rangers toys to Hasbro

February 22, 2018 | 6:58 am


Hasbro, the world’s largest toy company known for iconic brands, including MY LITTLE PONY, and TRANSFORMERS, has made a big splash announcing that it will become the master toy licensee for Power Rangers.

This deal is a big win for Hasbro CEO Brian Goldner, who has had a long friendship with Haim Saban, the creator of Power Rangers and founder of Saban Brands. Both the parties were in talks from past five years. While this deal, Saban has parted ways with longtime Japanese toymaker Bandai, which had been the main Power Rangers toy licensee for 25 years.

Under the terms of the agreement and in collaboration with Saban Brands, Hasbro will design, produce and bring to market a wide variety of toys, games and role play items inspired by the franchise and its entertainment properties. Hasbro will hold the worldwide rights, excluding Japan and certain other Asian markets, effective as of April 1, 2019.

Commenting on the announcement, Brian Goldner, Chairman and CEO of Hasbro said, “We are honored to create a world of play experiences for such an iconic action brand.”

“Hasbro leads the way in brand storytelling and creating engaging experiences across its exceptional portfolio of blockbuster and partner brands,” said Haim Saban, founder of Saban Brands and creator of Power Rangers.

The first set of products from Hasbro will be available in spring 2019. Both Hasbro and Saban Brands are dedicated to continue growing this iconic brand. In recognition of this investment, during a period of time after Hasbro becomes the master toy licensee, the arrangement between the parties provides Saban Brands and Hasbro with the opportunity to initiate Hasbro’s purchase of the Power Rangers property.

Created by Haim Saban and launched in 1993, Mighty Morphin Power Rangers quickly became a pop culture phenomenon. Today, Power Rangers is one of the longest running kids’ live-action series in television history with nearly 900 episodes produced to date. The TV series, currently in its 25th season with Power Rangers Super Ninja Steel, and feature films, including 2017’s movie with Lionsgate, follows the adventures of a group of ordinary teens who morph into superheroes and save the world from evil. Saban’s Power Rangers currently airs in 150 markets around the world and is translated into numerous languages.

Starting in 2019, Hasbro will design and produce a wide variety of toys inspired by the popular TV series. Power Rangers will join a packed toy chest of Hasbro brands including Transformers, My Little Pony, and Monopoly.