Power Rangers Losing Grip On Toy Market Classic Toys Poised For Comeback As Holiday Shopping Season Gets Under Way

The Mighty Morphin Power Rangers’ dynasty has ended, but there’s no heir-apparent on toy stores shelves this Christmas season.

The helmeted action figures, which dominated the toy market the past two years but began fizzling in 1995, have some stiff competition: Star Wars action figures, Barbie, Sky Dancer and some classic toys are among those moving in on the evilfighting team’s turf.

“It’s one of those years that we aren’t seeing any blockbuster toys like Cabbage Patch Kids and Power Rangers leading the pack,” said Frank Reysen, the editor of the trade publication Playthings.

“It’s a healthy situation for the toy industry because it’s spreading out sales and giving more toys a chance during the holidays.”

Power Rangers had a virtual hold on the kid scene, with their manufacturer, Bandai America, unable to churn out enough of the karate-chopping action figures to keep stores stocked for long.

Toy retailers worry when there’s no hot hit like Power Rangers to bring customers into the stores. Retail sales have already been sluggish this fall, and many analysts have issued grim forecasts for the Christmas season. Some, however, say the demand for a wider range of toys could benefit the broader market.

“The season is shaping up to be very competitive,” said Jill Krutick, a toy industry analyst at the investment firm Smith Barney. “We are seeing a return to the basics, with no leader of the pack and that may be good for the industry in general.”

The Toy Manufacturers of America, a New York-based industry association, estimates overall toy sales will be up 4 percent to 5 percent this year. In 1994, sales reached $18.7 billion.

Mattel Inc.’s Barbie, which comes in all shapes and sizes, again tops the list of top-selling dolls, followed by Lewis Galoob Toys Inc.’s Sky Dancer, a new sensation that’s part ballerina, part helicopter.

Toy Biz’s Gerber line of dolls, as well as Playmates’ Baby So Beautiful, a line in which every doll is different, are also expected to be big sellers this season.

And while the Power Rangers have lost popularity, demand for other action figures is nonetheless heavy. Batman, Star Wars and Spiderman are among the hot picks so far this season.

And, as usual, toys with movie and television tie-ins are expected to be on wish lists. Mattel is promoting a collection of toys hitched on Disney’s animated film “Pocahontas”, the children’s television network Nickelodeon has a line of toys, and Kenner Products, a Hasbro Inc. division, is pushing its Gargoyles fantasy-action figures based on the television show.

Making a comeback are a number of classic toys, including Etch-A-Sketch, Magna Doodle, View Master, Lego building blocks and Monopoly and other board games.

Dolls, books and games featuring old-time characters like Curious George, Madeline and Winnie the Pooh also have had solid sales so far this season.

“There is a real resurgence in the traditional toys,” said Stephen Pagnani, a spokesman for Kmart Corp. “What we think is going on is the baby boomers are having kids and giving them the same toys that they used to play with.”

Cabbage Patch Kids, a hot commodity in the mid-1980s, also are making a return. Mattel took over the licensing of the stuffed dolls earlier this year and is promoting them heavily in hopes of reviving consumer interest.