Bandai plans BeetleBorgs boys’ toy line

Toy maker Bandai UK is to launch a toy version of the Big Bad BeetleBorgs, the network TV action series soon to appear on GMTV.

Bandai, which produces the top-selling Power Rangers toys, says the new range will go on sale in July. The launch will be supported by a 1m advertising campaign.

Bandai marketing director Rosie Bayles says the range will be the strongest entrant in the boys’ toys market.

But she says BeetleBorgs are unlikely to be as big as Power Rangers. “Launches like that only come around every five to ten years and we have been incredibly lucky to have had the last two with Power Rangers and Ninja Turtles.”

The BeetleBorgs TV series is currently being shown on the Fox Network, but GMTV has secured the broadcasting rights.

The launch of Power Rangers in the summer of 1994 was so successful that Bandai was forced to pull its TV ad campaign for that Christmas because of fears that demand would be too great.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here