By A Wide Majin...
By Karyn M. Peterson -- Playthings, 3/1/2008
After 291 episodes, 13 films and more than a decade of popularity in the United States, Japanese import Dragon Ball Z is still going strong in regular rotation on the Cartoon Network. Fortunately for fans—and retailers—master toy licensee Bandai America is also bringing the brand back to the market this year, with dozens of new SKUs set to debut in the action figure, role play and collectibles categories.
“The Dragon Ball franchise is one of the most successful anime properties of all time,” Colleen Sherfey, senior brand manager, tells Playthings. “As a leader in introducing Japanese toy trends to the U.S., we are excited about the return of the Dragon Ball Z saga to Bandai America.”
The middle installment in an expansive trilogy of tales, Dragon Ball Z strikes a more serious tone than its predecessor, as it continues the adventures of Goku and son Gohan, who defend the Earth and fictional planets against Majin Buu as well as other supervillains.
Due at least in part to repeated airings, the program now has a wide cross-section of fans, which Bandai considered when designing its lineup.
“It is because of this broad range of Dragon Ball Z fans that we are launching a spring line designed to excite existing fans, and an all new fall lineup that for the first time ever introduces role-play to the brand,” Sherfey says. “We are creating toys for today's young boy as well as the Dragon Ball enthusiast.”
The spring line will include detailed 2.5-inch Ultimate Spark figures plus 4-inch collectible figures never before seen. Fall items will include 2.5-inch Flash Changer figures, which transform characters into their energized forms; 6.5-inch infrared figures, which respond to other figures; 8-inch Powerized Muscle figures, which feature muscles that expand and break through the character's energy force; and the first-ever role play item, the Kame Hame Ha wristbands, which lets kids mimic Goku's final battle.
Bandai plans to add a few retailer specials and exclusives in 2008, with expansion efforts for 2009 already in the works, Sherfey says.
In the meantime, the company will promote its new offerings throughout the year alongside continued support from Japanese producer Toei Animation, U.S. distributor FUNimation and tie-in games creator Atari. Adds Sherfey, “We are all working together to drive the continued success of the brand.”
