The movie stars six teenage characters who have been marketed on TV and in toy stores. They have names, but no discernible personalities. None of them ever says anything more interesting than 'You guys!' As teenagers, they are skilled in-line skaters and karate fighters, but they don't get their real powers until they turn into faceless clones in Power Rangers uniforms with plastic masks and helmets. Is that the message? Faceless conformity is the way to success? Certainly the Rangers are not individuals in or out of uniform, but I wonder if they don't represent a triumph of merchandising over creativity. Children's heroes have traditionally been individualistic and eccentric. The Rangers are not, properly speaking, even characters. They are color-coded products...Paging through the movie's press kit, I came across this quote attributed to Amy Jo Johnson, who plays Kimberly, the Pink Power Ranger: ' `Mighty Morphin Power RangersT: The Movie' is a mix between Star Wars and The Wizard of Oz. ' I wonder if Amy Jo actually said 'TM' when she was delivering that wonderfully fresh and spontaneous quote, which is so much more involved than anything she says in the movie. More to the point, I wonder if she has ever seen 'Star Wars' or 'The Wizard of Oz.'

Branding·Children·Conformity·Marketing·Television