CYPRESS, Calif., May 20, 2003 - Recognized as a leader in the boys' toy category for much of the last decade, and with recent phenomenal success in the girls toy category with its Strawberry Shortcake doll and toy line, Bandai America Incorporated announced today their plans for expanding into new toy categories, as well as continuing to secure the latest in hot licenses.
Bandai America's 25th anniversary is already proving to be a busy one for the company. In addition to re-launching Strawberry Shortcake to the delight of fans of all ages, two new product lines were introduced at Toy Fair 2003, taking Bandai America into categories that it previously did not have a presence: a tween activity line called B*Stylin' and a pre-school brand called Fundays.
"With the re-launch of Strawberry Shortcake and the continued popularity of Power Rangers over the last decade, Bandai America has demonstrated that it has the leadership to drive a brand to success," said Bill Beebe, senior vice president, sales and marketing, Bandai America Inc. "Taking our expertise in the boys' and girls' toy categories, we look forward to expanding our market share by introducing dynamic new product lines, such as our activity product B*Stylin' and pre-school line Fundays, as well as growing our collection of licensed properties."
In conjunction with DIC Entertainment, Bandai America previewed its Strawberry Shortcake doll and toy line at L!CENSING 2002. According to recent statistics from market information company The NPD Group, the line was the number three ranked brand in the mini dolls category based on sales through the first three months of 2003. The initial success of the brand is attributed in large part to the support it is receiving through a comprehensive marketing campaign that includes television and print advertising, national promotions, public relations and outreach to the collector community.
"Support for the brand is stronger than it was 20 years ago, in part because Strawberry Shortcake is now being embraced by a larger group of consumers and fans, both moms and their daughters," said Nancy Bassett, senior vice president, consumer brand marketing, DIC Entertainment. "As a result, we're very excited about the future longevity of the brand -- this brand is back and here to stay."
B*Stylin' and Fundays were unveiled at the American International Toy Fair earlier this year. B*Stylin' offers a unique twist on traditional activity toys, creating a brand new category called "Arts and Style." The signature product, the B*Stylin' Button Designer, lets tweens customize, personalize, and stylize their own colorful buttons, craft and jewelry accessories. The Fundays brand, which will debut at retail in Spring 2004, features an engaging line of interactive preschool toys that "come to life" and allow children to simply have fun with everyday, recognizable objects.
About Bandai America
Bandai America Inc. is a subsidiary of Bandai Co. Ltd., the third largest toy company in the world, with 27 subsidiaries in 8 countries worldwide. Global interests include toys and children's entertainment, video game software, multimedia, music, full-length feature films, vending machines, trading cards, candies and licensed apparel.
Bandai America Inc. is celebrating its 25th anniversary as the master toy licensee of some of the most popular properties and brands in children's toys and entertainment, including the Power Rangers, Gundam, Digimon, Strawberry Shortcake and Hello Kitty product lines. Bandai America is headquartered in Cypress, California and company information is available at Bandai.com.
