LOS ANGELES—Bandai America, a subsidiary of Bandai Co. of Japan and the world’s third largest toy company, has selected Rogers & Associates as their public relations agency, following an extensive search. Rogers & Associates beat out several larger competitors, including Burson-Marsteller, Hill & Knowlton, and incumbent Porter Novelli for the account, which is believed to be worth in the mid- to high-six figures annually.
The firm will develop and implement public relations programs for some of the world’s best-known toy properties, including Power Rangers, Gundam, Digimon, Strawberry Shortcake, and Hello Kitty. 
“With some of the most popular and recognizable kid’s brands as part of its product portfolio,  Bandai America offers an exciting opportunity for us to apply our consumer marketing expertise,” said Ron Rogers, CEO and founder of Rogers & Associates. “Bandai will be a significant addition to our client roster, joining other consumer clients such as Honda and Acura.  We look forward to building a successful, collaborative relationship with them.”
R&A will assist Bandai in planning events around the 10th anniversary of Power Rangers—the top-selling action figure product this year to date. The firm will also handle media relations activities surrounding the relaunch of the Strawberry Shortcake brand, which was originally introduced more than 20 years ago.
According to Bandai America’s senior vice president of sales and marketing Bill Beebe, “With its proven track record in the consumer products industry, Rogers & Associates offers sound strategic planning, strong media relationships, a sense of partnership and a clear understanding of children’s media.  We were also impressed with the agency’s experience in the consumer products industry, in particular within the kids and entertainment industries.”       
Rogers & Associates was selected after an extensive RFP process conducted by McKendall Communications, a public relations consulting firm based in Los Angeles.