Hasbro’s Rangers

Recently Hasbro, the same you company who is in charge of G.I. Joe and Transformers, announced that they have acquired Saban’s Power Rangers and other entertainment related assets. This was almost to be expected, considering Saban cut ties with Bandai a while back, Saban then announced extended broadcast partnership with Nickelodeon with a new season called Beast Morphers, then Hasbro being announced the master toy licensee for Saban’s IPs. The progression of things have been extremely steady, and nobody should be surprised. Hasbro probably will handle the IP better than Disney did, which Saban bought back some time ago.

Why did Hasbro purchase the Power Rangers? I wouldn’t really have a proper answer, I don’t exactly follow what’s going on in the toy industry. However, knowing Hasbro’s history, it’s easy to see them wanting something special from Power Rangers, that they have a niche to fulfill and this IP fits them. They have the more standard boy’s military toys covered with G.I. Joe, Transformers for shape shifting robot toys, Star Wars license for Star Wars… which might actually be the thing they want to cover. Star Wars toys supposedly were shelf warmers with the The Last Jedi, and the SW toys were partially responsible in killing Toys R Us, at least according to Bobby.

If we take this stance, Power Rangers would fit this slot rather nicely. It would allow relatively healthy amount of characters toys to be manufactured alongside different vehicles and role play toys. Hasbro wouldn’t need to pay hefty license payments to anyone, as they’d own the rights. Well, to a certain point. As a reader of this blog, you’re probably aware that Power Rangers is made from the footage of Japanese Super Sentai franchise. The out-of-suit scenes are filmed for the show, while most of the action footage is lifted from the Japanese original. However, with time both Hasbro and Disney increased the amount of original footage they filmed as well as have Toei shoot some footage for the American use only. As such, Hasbro would probably have to pay something for the likeness of the characters to Toei and Bandai at least. That is, unless after Beast Morphers Hasbro decides to go their own way, stop using Super Sentai footage and create completely original content.

Considering how television and streaming services are starting to be full of decent looking special effects live action shows, especially from Marvel and DC, it wouldn’t completely unimaginable for Hasbro to partner with Nick or some other company to produce Hasbro-original Power Rangers to cut license costs altogether. This purchase probably killed all chances for the recent Power Rangers movie to get a sequel, but Hasbro could always have a new one and belong in their shared universe with M.A.S.K., Transformers, G.I. Joe and Inhumanoids. Well possible shared movie universe as well, we’ll have to sit back and see what comes of it, if any.

If Hasbro wants to bring Power Rangers back to its glory days, they have lots of work ahead of them. When the series hit the scene in 1993, it was a massive success, a cultural phenomena and a multimedia behemoth. You could see its influence every which way and sort of brought martial arts back to popularity like it was the 70’s again. You saw its influence on the Old Continent as well, where it took root in certain places. South America already had Super Sentai on their television, so the impact was less impressive, if there was even any. I don’t know about Australia, but I’ve heard that it was moderately popular at least.

But times change, and Power Rangers settled into its role after first few seasons and kept going. We never got to see past the third season, but looking at what the Alien Rangers were, I don’t mind missing any of that. In few ways, Power Rangers is a mainstay in American television and few generations have already grown into adulthood with it.

It would be impossible for Hasbro to capture the thunder in a bottle again, mostly because how saturated the current entertainment media are of super powered heroes and their stories. Power Rangers does have a niche fulfilled there, being aimed at a younger audience overall and the emphasize at martial arts, something that’s been slowly being toned down like no other thanks to Japanese soccer moms wanting Super Sentai and Kamen Rider to be less violent. Hell, Kamen Rider Ghost toned its violence down to the point of the main character fighting enemies by eerily floating around them, but this was deemed to scary for the kids by their mothers and it got changed back to good ol’ punchan and kickan. There would need to be a proper paradigm shift in the franchise in order to lift it from the place it has sunken into.

Whatever the end aim is, money and toys are involved. Hasbro is, after all, a toy company and whatever they do aims to sell toys. If we get good stories out of the deal, like Beast Wars, that’s good. Considering Bandai’s toys with the Super Sentai have been less than stellar for number of years now, with Doubutsu Sentai Zyuogher having immobile cubes as the robot. They’ve become completely gimmick driven. Some of the suit designs have seen drop in overall quality as well in terms of used materials compared to other contemporary shows. It doesn’t help that giant robots is old men’s stuff in Japan, not something that would sell all that well.

Power Rangers has always had a need to produce Western toys anyway, as it is relatively uncommon for Japanese toylines to contain bad guys. This is the opposite to American model, where both sides of the story gets toys. The best examples of this would be Masters of the Universe, G.I. Joe, Transformers and Teenage Mutant Ninja Turtles toylines. MOTU at a point had almost 1:1 ratio between the heros and villains. All this is because of Star Wars, in that kids weren’t just buying toys for the sake of toys, but because the toys were representing the characters. Hasbro has a history of being able do multi-media franchises, as long as they don’t forget that kids and fans are in for the characters, and Power Rangers certainly has characters consumers can connect with.

Well, if nothing else comes from this, I bet your ass that we’ll see Power Rangers/ Transformers crossover toys with the Dinobots at some point.

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