NY TOY FAIR: Bandai Takes on New, Retro Brands

Japanese toymaker Bandai has introduced a robust portfolio of branded entertainment toys for both boys and girls this week at New York Toy Fair.

The toymaker has been tapped as master toy licensee for the upcoming feature films Godzilla and Legends of Oz Dorothy’s Return, as well as Saban’s “Power Rangers Super Megaforce” and the all-new animated webisodes based on the retro toy Tamagotchi.

“It’s thrilling to play the master toy role in these iterations of iconic franchises,” says Jose Antonio Vargas, chief operating officer, Bandai.  “Studios and content creators of all sizes have taken note of our long-standing reputation of delivering exciting, authentic and imaginative play both in traditional and interactive arenas. We’re starting 2014 with one major entertainment brand after another, and have many more in store for the rest of the year. ”  

For Godzilla, the Bandai line will focus on the essence of the iconic monster and his power. For more details on Godzilla licensing, click here.

Also in the boys arena, Bandai will release offerings for Saban’s Power Rangers, Ben 10 and Pac-Man this year.

Bandai’s presence in the girls’ aisle continues to grow, as well.  As master toy licensee for Legends of Oz: Dorothy Returns, an animated feature based on the adventure books by Roger Stanton Baum, Bandai is planning a line of fashion dolls, figures, play sets and plush dolls. 

Finally, Bandai is bringing back the retro toy brand Tamagotchi, with new updated devices, apps, a character brand segment, lifestyle products and a new webisode series, “Tamagotchi Friends,” which debuted last year.

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