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10-24-2018, 04:22 PM | #1 |
Webmaster, Administrator
@TokuChris Join Date: Oct 2011
Location: Denver, CO
Posts: 4,697
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Story - Power Rangers Ranked as "Emerging Brand" and not "Franchise Brand"
Shareholders and investors thought Hasbro would list Power Rangers as a "Franchise Brand", what with their half-a-billion-dollars purchase of the property. Instead, Hasbro listed it as an "Emerging Brand", which is where you find properties that are both 1) working their way to Franchise Brand and 2) no longer have sales to support being categorized as a Franchise Brand. It's basically the nice way of saying "You're not good enough (yet)". But "Emerging Brands", traditionally, have low market saturation, low visibility, and very little marketing. IE: "Franchise Brands" at Hasbro generate up to 8 times the sales volume as "Emerging Brands", despite "Emerging Brands" having more properties in that category.
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10-24-2018, 05:10 PM | #2 |
TokuKnight89
Join Date: May 2013
Location: Central Louisiana (Cenla)
Posts: 2,555
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This might explain why we have seen so little from Hasbro: the license with Bandai hasn't actually expired yet!
From a business standpoint, Hasbro's conclusions make sense! P.R. hasn't done anything for Hasbro to speak of. For this to work, Beast Morphers MUST succeed! Even if you don't like the adaptation that results (which I can't imagine happening at present), then consider getting the Lightening Collection and figures that feel natural to Go-Busters. P.S.: What does "TLDR" mean? |
10-24-2018, 05:59 PM | #3 |
Have Zord, Will Travel
Join Date: Oct 2011
Location: MI
Posts: 5,724
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TLDR is short for "Too long, Didn't read."
Anyway, Hasbro is definitely playing things safe. They obviously spent a HUGE amount to acquire the rights so going all-in right out of the gate would be way too risky. Still, reports we have so far suggest Beast Morphers will start in February (like past seasons). If the first merchandise isn't out until APRIL... that could be a major misstep. |
10-24-2018, 06:01 PM | #4 |
Omnipresent Historian
Join Date: Jan 2012
Location: In the now.
Posts: 707
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Technically it is an emerging brand. It's an investment with no returns as yet. I'd accidentally called it that myself yesterday on other forums about the conference call. xD
But given less than 5 years, it'll become a mainstay franchise brand under hasbro that's pulling in big bucks. Hasbro and Toei have big plans coming up. Sit back, and enjoy the ride. Power Rangers is about to become cool again. So get ready to put your shades on~ Quote:
Initial hiccups are expected though and won't impact the brand as a whole much. 2019 is considered a "transitional year" with sales picking up in later quarters anyway, especially with the winter holiday shopping point, but major expectations aren't going to start filtering in until likely year 3 of their acquisition. Years 1 and 2 are build up, with sustaining revenues from wider licensing and ad revenues with some direct merchandise avenues too. With Hasbro owning it all. Unlike Bandai/Saban, they get all the revenues outside of the Toei royalties. But general "threshold bars" won't be implemented on the show itself until year 2 or 3, with likely more on year 3. Lightning collection is wider brand/franchise based so its release in Q2 or 3, has to sustain itself enough. But Beast Morphers material has a grace period on its 'normal lines'. Power Rangers is a long term investment. Immediate returns aren't expected yet fully, though royalties are already coming in from wider licensing, and the true value of the brand is what it can become under their hand in the coming years. So 2019 will be good, but a little rocky. With 2020 and 2021 building better, with 2022 and 2023 extremely strong years, and 2023 forward keeping the momentum going. In general, this what makes Beast Morphers interesting though too. As brand years go, this one has the most freedom to focus on story and character development. Which could prove well for the show as a whole. The series after will keep momentum. Then we get into the 30th, as well as the next movie, and everything after is "let's get ready to rumble" style epic to keep the hype going. They're seemingly adapting brand blueprint to it, so this bodes well for wide media with great action, strong endearing characters, and heart string pulling/emotion stirring heartfelt stories. And we will get comic based toys too. Hasbro has never been shy about that in their other brands. Including Transformers where Generations ran sustaining on IDW designs from T30 all the way through CW. Last edited by Librarian; 10-25-2018 at 12:15 AM.. |
10-25-2018, 09:56 AM | #5 |
Member
Join Date: May 2017
Location: Oklahoma
Posts: 724
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Quote:
Technically it is an emerging brand. It's an investment with no returns as yet. I'd accidentally called it that myself yesterday on other forums about the conference call. xD
But given less than 5 years, it'll become a mainstay franchise brand under hasbro that's pulling in big bucks. Hasbro and Toei have big plans coming up. Sit back, and enjoy the ride. Power Rangers is about to become cool again. So get ready to put your shades on~ It'd be smart for Mega Construx and other extended brand partners to take advantage of it though. Initial hiccups are expected though and won't impact the brand as a whole much. 2019 is considered a "transitional year" with sales picking up in later quarters anyway, especially with the winter holiday shopping point, but major expectations aren't going to start filtering in until likely year 3 of their acquisition. Years 1 and 2 are build up, with sustaining revenues from wider licensing and ad revenues with some direct merchandise avenues too. With Hasbro owning it all. Unlike Bandai/Saban, they get all the revenues outside of the Toei royalties. But general "threshold bars" won't be implemented on the show itself until year 2 or 3, with likely more on year 3. Lightning collection is wider brand/franchise based so its release in Q2 or 3, has to sustain itself enough. But Beast Morphers material has a grace period on its 'normal lines'. Power Rangers is a long term investment. Immediate returns aren't expected yet fully, though royalties are already coming in from wider licensing, and the true value of the brand is what it can become under their hand in the coming years. So 2019 will be good, but a little rocky. With 2020 and 2021 building better, with 2022 and 2023 extremely strong years, and 2023 forward keeping the momentum going. In general, this what makes Beast Morphers interesting though too. As brand years go, this one has the most freedom to focus on story and character development. Which could prove well for the show as a whole. The series after will keep momentum. Then we get into the 30th, as well as the next movie, and everything after is "let's get ready to rumble" style epic to keep the hype going. They're seemingly adapting brand blueprint to it, so this bodes well for wide media with great action, strong endearing characters, and heart string pulling/emotion stirring heartfelt stories. And we will get comic based toys too. Hasbro has never been shy about that in their other brands. Including Transformers where Generations ran sustaining on IDW designs from T30 all the way through CW. 2. Now that you bring up IDW, seeing as we have no PR comic info for March which is the rumored date for Boom Studios to lose the PR comic rights, it's possible IDW will be getting PR comics next year as well. Seeing as IDW does comics for every other Hasbro franchise. Also the fact the IDW Hasbro comic Universe is going to be rebooting soon, and the PR comics are in the middle of their rebooting, it would be the prefect time to move PR to IDW. And from what I seen online Beyond the Grid is not doing that great, and fans aren't pleaseed about having to read Go Go so they can read something about the MMPR team when they want to read about the MMPR team after Shattered Grid. So yeah I can see PR comics moving to IDW next year. |
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