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Bandai UK sees ‘fantastic reaction’ to first Dragon Ball Super toys for mass kids’ market

Bandai UK has seen a “fantastic reaction” to its newest range of Dragon Ball Super action and collectable figures, the first range that the franchise has ever brought to the mass market space.

The Dragon Ball Super range launched in January this year, marking a first for licensed toys of the franchise that had until now targeted the collector’s market outside of the mainstream kids and toy market. The launch coincided with the scheduled series run of the anime property on the kids’ channel Pop!

As the franchise now gears up for the Q2 period, an immersive experiential Dragon Ball zone has been created for fans of the show and will be touring retail parks across the country for four weeks throughout March. 

Bringing the successful manga and anime series to life, Bandai’s themed zone includes activities from Playstation booths to play the video game, and Japanese billiards, to entering wind machines to catch Dragon Balls and spinning a Dragon Ball ‘Wheel of Fortune’ to win on-the-spot prizes. 

In addition to the events, a robust mixed-media marketing programme is set to kick off for spring. This consists of TV and cinema advertising, a three-month Pop sponsorship, digital and social media campaigns, cross-promotional material within Bandai Namco’s Dragon Ball Kakarot game, and costume character visits at retail.

Kirsty Mackenzie, head of marketing, Bandai UK said: “Dragon Ball is a global priority for us this year. We’ve had lots of success with the brand within the collector’s market and now feels the right time to develop and introduce a range to the mass market.  Since January we’ve seen a fantastic reaction with the product performing well and support for the brand growing at retail.

The latest Dragon Ball Super TV series is the number one boys programme on Pop and last year’s Dragon Ball film was a massive success. We’re seeing a new generation of Dragon Ball enthusiasts in addition to the existing retro and nostalgia fans and have a glut of plans to ensure we’re reaching all of them.”

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