From
Metro:
Power Rangers has more influence than ever 20 years on
For almost two decades, Power Rangers has been a mainstay of the children’s entertainment and toy markets. More recently, an athlete credited it with launching him on the path to the Olympics. Metro look at how the show has maintained its appeal...
The Power Rangers are so powerful that, as well as the day job, they have also found time to help launch the career of a British Olympian and resist the threat of global economic turmoil
Power Rangers is now in its 20th year on television and there is no sign of its impact dwindling, with millions around the world continuing to tune in and buy the action figures.
The show first aired in the US in 1993, charting the adventures of a team of Spandex-clad heroes fighting to ward off evil forces.
The show was different to other TV entertainment aimed at children because, rather than cartoons, episodes were in a live action form.
The concept was inspired by Super Sentai, a series which started in Japan in 1975 and provided much of the footage for the first Power Rangers season.
Since its debut, there has only been one year – 2010 – without a new series.
Darrell Jones, marketing director at toy company Bandai, believes that the show’s enduring appeal owes much to its ability to change each year.
‘It’s been around for 20 years and each year it reinvents itself with a new theme. It’s a phenomenon,’ he said. Power Rangers could even play a role in boosting Great Britain’s medal haul at the Olympics this summer.
4.2m viewers have tuned into Power Rangers Samurai – the latest series – since it was launched in May 2011.
Taekwondo athlete Aaron Cook has revealed that watching the show as a child sparked his career in martial arts.
As a five-year-old he would copy some of his heroes’ kicks, prompting his parents to sign him up for taekwondo classes.
‘Sometimes I visualise my opponents as if they’re trying to destroy the world and I have to save the day, that helps me get through some of the matches,’ the 21-year-old told the BBC.
Power Rangers was launched by media mogul Haim Saban before it was sold to Disney in 2001 as part of a £5.2billion deal. But in 2010, his company Saban Brands bought back the show.
Kirk Bloomgarden, senior vice president of international licensing at Saban Brands, said the group immediately went into production on a new series.
‘It became the No.1 kids action series and was available in 150 markets around the world,’ he said. On why Power Rangers has been so resilient over two decades, he said: ‘I think it all boils down to great story-telling.
‘And the core values have always remained and are relived year in, year out: teamwork, friendship, confidence-building. They are as relevant today and will be as relevant next year as they were back in 1993.’
The show also helps promote healthy eating and physical activity, he said.
‘The Rangers are always active, they have battle sequences.
‘Kids will react to that in a positive way and it encourages them to be physical.’
Last year, the emPower initiative was launched to help promote teamwork, confidence, health and physical activity among children and their families with more than 5,000 schools programmes.
Mr Bloomgarden claimed aspects of the campaign could be brought to Britain.
He believes Power Rangers is an example of what he calls an ‘evergreen brand’ which continues to thrive even in tough economic times. ‘In a recessionary environment these tried and tested brands – that have been around for a long time – people gravitate towards them because they trust them.
‘They know what they deliver. Clearly, that is important when people are feeling uncertain about things. That is something that most brands can’t say.’
And will Power Rangers still be luring viewers in another 20 years? ‘I see no reason why not,’ said Mr Bloomgarden.
Nickelodeon has been broadcasting Power Rangers since May last year and will show two new episodes this weekend.
Alison Bakunowich, the station’s vice president of marketing, said the show had proved to be a ‘fantastic acquisition’.
‘It is one of those brands that has really stood the test of time. When it launched it was our No.1 show for boys,’ she said.
As well as enjoying a successful run on TV, Power Rangers has also spawned a lucrative range of toys and action figures made by Bandai.
Mr Jones said: ‘Power Rangers has always been very responsive to toy products. We’ve been selling Power Rangers toys in the UK every year since 1994.
‘It has generally been in the top five boys’ toys in the UK since it was launched – and six or seven years where it was the best-selling.
‘We’re seeing sales of the latest batch increase every month. It is not yet back in the top five but we are targeting that by the end of year.’
Samantha Loveday, editor of ToyNews, believes the toy industry as a whole is, to a degree, immune to financial circumstances.
She said: ‘Is the toy industry recession proof is a question I get asked quite a bit, and to a certain extent it is.
‘Parents will always spend money on their children but the industry also works hard to ensure it’s delivering quality, innovative products which are value for money.’
The two new episodes of Power Rangers Samurai will show on Nickelodeon [UK and Ireland only] on Monday at 9am and 4pm.
Also, Tweeted (posted) by Nickelodeon UK and Ireland's Press Office on
their official Twitter profile page (
@NickelodeonUKPR):
amazing article on #powerrangers in the Metro today! Don't miss the 2 new eps of Power Rangers Samurai on Monday!! http://www.metro.co.uk/news/newsfocus/898164-power-rangers-has-more-influence-than-ever-20-years-on
