So, is it a little late to try and generate brand awareness? According to Colleen Sherfey, the director of marketing for Bandai, the toys were relaunched in 2004 to widen the appeal to boys. They also want to generate excitement from their 1990's early adopter fans. When dealing with kids and tweens, what's the expiration date on a rebranding effort? And what toy can compete with video games, the pastime of choice for most youth today? Experts, please weigh in.
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