LOS ANGELES: Bandai America, a subsidiary of the world's third largest toy company, has picked Rogers & Associates (R&A) as agency of record.
Bandai is the master licensee for popular toy lines including Power Rangers, Digimon, Gundam, and Hello Kitty.
Along with media relations and corporate communications for Bandai, R&A will handle PR across product lines, and expects three to five people will be working on the account full-time.
One of the agency's first tasks is to help with the reintroduction of the Strawberry Shortcake toy line, expected to hit retailers in spring 2003. The redheaded rag doll in a fruit-patterned pinafore was the first scented doll to enter the market in 1980, selling upwards of 25 million units and 35 million related accessories. The relaunch will feature an updated look for the brand, in addition to four new direct-to-video movies produced by DIC Entertainment.
Rogers is also charged with helping plan events for the tenth anniversary of the Power Rangers.
Originally broadcast as a Japanese animated show called Dinosaur Task Force Zyuranger, the show transformed into the Mighty Morphin' Power Rangers for the American market and spawned one of the most successful action figure toy lines ever.
Rogers will also conduct a general branding campaign for Bandai.
The agency search was conducted by PR consultants McKendall Communications.
R&A beat out competitors including Hill & Knowlton, Burson-Marsteller, and Porter Novelli, which previously held the account.