The Power Rangers Saga: How Disney and Saban's Joint Venture Led to Its Relaunch
From its humble beginnings as part of the broader Saban Entertainment to Disney's eventual sale of the beloved franchise, the story of Power Rangers is a tale of shifting ownership, creative decisions, and the complex business of branding. This article delves into the history and factors that led to Power Rangers' sale from Disney and its subsequent relaunch by Hasbro.
The Joint Venture and Initial Sale
The story begins in 1996 when Rupert Murdoch made a generous offer to acquire Saban Entertainment. However, Haim Saban turned down the offer. Instead, Saban entered into a joint venture with Fox, where Saban's shows were bundled with Fox's other kids' programming, leading to the acquisition of The Family Channel. Years later, when Fox Family had challenges, Saban had the option to sell his stake. Despite arguments, Saban agreed and began the search for a buyer. Disney, through Michael Eisner, was interested in acquiring Saban Entertainment, including the valuable Power Rangers brand, by overpaying.
The Power Rangers Sale and Saban's Regain
In 2010, Haim Saban, feeling that Power Rangers had untapped potential, offered to buy back the franchise from Disney for $100 million. This marked the beginning of a new era for Saban Brands, who had to rebuild the brand and negotiate new deals, including with Bandai and Nickelodeon. However, the franchise's relaunch was met with mixed success. Although the reteaming with Bandai and Nickelodeon showed promise, the box office performance of the first movie was mediocre. This led to discussions with Hasbro CEO Brian Goldner, who saw potential in bringing the franchise back to life. In 2018, Hasbro acquired the rights to Power Rangers, aiming to integrate the brand into its content strategy.
Disney’s Reluctant Stewardship of Power Rangers
After the sale to Disney, the handling of Power Rangers became a contentious issue. Disney saw the franchise as a valuable asset, yet their hands-off approach led to critical creative decisions. They maintained the established formula but made several choices to cut costs, such as forcing the production of “S.P.D.” to reserve a portion of the budget for the finale and changing channels for new episode airings. Despite these efforts, Disney's management of the franchise resulted in a decline in audience engagement.
Final Transition to Hasbro
The final transition of the Power Rangers brand culminated in Hasbro's acquisition. By this time, Saban had managed to reclaim Saban Entertainment, including Power Rangers and Digimon. However, the damage had been done, and Disney's time as custodians had irreparably affected the brand's value. Nickelodeon later aired Power Rangers in the US, and Hasbro's decision to sell it further complicated the brand's future. The move to Netflix and the loss of toy partners like Bandai brought the Power Rangers franchise once more to a stalemate, making it a relic of nostalgia rather than a thriving brand.
The saga of Power Rangers reflects the intricate dynamics of branding, corporate strategy, and the challenges of maintaining a beloved cultural icon. From Saban's initial acquisition to Disney's eventual sale and Hasbro's subsequent relaunch, the story is a testament to the power of a well-managed brand and the pitfalls of mismanagement.
Keywords: Disney Sells Power Rangers, Saban Entertainment, Hasbro Relaunch