The Yet-Another-Experimental 2008 Super Sentai Series has so far been extremely successful with its superb "marketing" strategies. In an effort to recoup massive losses of last year's experimental series "Jyuken Sentai Gekiranger" which focused on martial arts resulting in more than 25-billion yen sales decline, Toei and Bandai are determined to attack in all directions on consumers?!
1) Plot
So far, the nature of the series is random and heavily episodic, with almost no plot-driven elements, which means the audience had no idea of how the story is heading or ending... In one episode, you can get some monster kidnapping people who can spin their pens very well (Huh?), and the next, you can get some lame and weak straw monster who constantly needs to drink from potions in order to attack?! Reacting to which, you can expect a new weapon, or mecha every few episodes, and now more recently the Ancient Engines (10-12).
The villains haven't really done anything constructive so far, and are not very bright to begin with. We have yet to see some brilliant or spectacular plans to defeat the heroes...
2) Engine Souls
I have probably mentioned this a million times. Bandai is driving collectors mad with all the Engine Souls, which they made tremendous effort in making sure one of those things get packaged with a weapon or mecha. Japanese Kids will probably have to beg their parents to buy everything in the department stores. Well, you think it is all? Nope, there are a couple of exclusive Engine Souls which you have to go through some events or lucky draws to win it... and not to forget the Music Soul which is included in the Limited Edition of the Opening Theme Single!
I am not yet done! More variants of Engine Souls are put out by Bandai in its Candy Toy and Gashapon (Capsule Toy) Product Lines. Each spotting yet another different sound from the mainstream "Deluxe" ones and even the more recent Candy Toy only designs.
When will it ever end?
3) Opening Themes and Ending Themes
As mentioned, the first successful soundtrack of the franchise to reach the top charts of Oricon peaking at #2 (the Japanese Equivalent of Billboard), which was a major feat!
Ok, all nonsensical-trash put out by Toei, the Ending Theme was probably remixed to its maximum potential. At first, I felt that it was really creativity, but soon realised it was otherwise; around 10 songs of the same tune with different lyrics? There's the Engine Raps (x4), Eco-Rap, Hero Rap, Movie Rap, G3 Princess Rap, G5 Prince Rap, Winning Rap etc...
Speaking of the G-3 Princesses {comprises Saki (Go-OnYellow), Miu (Go-OnSilver), and Kegalesia (Female Villain)}, more marketing opportunities. Soundtracks, photo albums and even dolls to accompany these kawaii girls in pink dresses and cute makeup... enough to drive fan-boys to insanity...
4) Concepts and Designs
Definitely first of its kind, we get hybrid animal-vehicle mecha who can talk and make use of the Engine Soul concept. What came out best of the series, was that the mecha (toys) can all combine to form one big block/chunk of plastic?
This would almost definitely means that consumers are persuaded to buy all 12 Engines that appeared in the show, "Wow, I really want that massive Engine-O G12!"
Clearly, these concepts are more experimental and trying to appeal to the kids which apparently the Geki-Beasts of last year failed to do so.
Bandai is certainly blooming with business and smiles. Based on the Engine Cast and Engine Soul Concept, it is justified to market and promote their products individually, resulting in a higher price point for the items than the average combined. Say, a Toy Robo is on average around S$85 in a series, we now get 2 out of 4 Robos (Gunbir-O and Seikuu-Oh) above the S$100 price mark, adding up to about S$110 and S$135 respectively.
That is not all, the Engines have holographic "cartoon" versions of themselves in the show and it inevitably led to more marketing opportunities, like keychains and the most recent Nakayoshi Engines which are Vinyl Plushes. I have to admit that they are very cute indeed.
Not to forget, how about storing cases for the mecha? Bandai Executives are probably saying, "Yeah! Let's make storing cases for these Engine Casts so that kids can store and carry them on the go!"
At this point, I think I pointed out at least half a dozen of viable marketing tactics due to the direction and design concepts that the series allowed for.
5) Cutting Costs and Quality
More evident than the previous year, Bandai Japan is pretty obvious in the area of cutting costs and quality for more profits.
One perfect example is the Sentai Hero Figures: Prices are raised by another 100 yen (to 800 yen), and the toys lost more paint, detachable weapons, and even to the extent of boxes!
As a collector, I find offense in missing paint for DX Mecha. I mean, it is perfectly reasonable to have some missing paint in the less-noticed areas, but to scrimp on gold paint for DX Carrigator's Number 6 Emblem? Come on, it is totally unjustifiable...
To the last portion, as well, as to round up the conclusion. Toei and Bandai have certainly reached some levels of success with Go-Onger. Bandai has diversified its product ranges to cover a wider range of consumers and to attract people to buy more than usual for more inter-playability. On the other hand, Toei managed to reinvent itself in the 32-year old franchise and picked up from the unpopular series last year, which could potentially result in the decline of Super Sentai.
Enough of my ranting; the series has at least earned an estimated value of S$800 or more from me at present.
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