This summer will see Bandai launch a range of toys for the new Power Rangers Dino Charge series, and the firm is expecting big things.
With the hype around Jurassic World, Bandai is calling 2015 the ‘year of the dinosaur’, and following successful launches for Dino Charge in Japan and the US, the company believes it has a hit toy line on its hands this summer.
“Historically the dinosaur genre has always outperformed others; therefore, we anticipate a continued success story for 2015 and beyond,” said Tess Parsons, product manager at Bandai.
“2015 is the year of the dinosaur and we have no doubt that Dino Charge will be a big success this summer. Historically, dino-themed series have always been the most successful in terms of both programming and consumer products and we have already seen this trend become apparent in Japan and the US.
“Both territories have launched Dino Charge ahead of the UK and Japan has experienced the best toy sales in 18 years, while the POS in the US is in double-digit growth. We have every confidence that with the strong universal theme, toy range and heavyweight marketing campaign this success will translate to the UK.”
To ensure the launch is a success, Bandai is embarking on a comprehensive marketing push for Dino Charge, featuring TV ads alongside print and online activity.
“As this is such an important launch, we have prepared a comprehensive marketing plan alongside Saban to bring the products to life, as well as driving kids to watch the show,” added Parsons.
“We are very excited to announce that the partnership with free-to-air kids’ channel Pop will continue with 20 live action episodes of Dino Charge airing exclusively on the platform from August.
“In addition to the programming, Bandai will be supporting with a heavyweight TV campaign across three key lines, as well as bringing the brand and toys to life with experiential activity across the summer. Bandai and Saban will continue to support with PR, press and online activity across the season and into 2016.”