Kamen Rider Dragon Knight Trailer (US Version)

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Source: Henshin Justice

Originally produced for Japanese TV channel MBS by Toei Company, Kamen Rider is a 35-year-old live-action series that has so far clocked up 790 episodes, 17 series and 21 movies. Now, after a deal with Toei for rights to the show outside Asia, Adness is in production on 40 episodes of a US version, which it is financing itself in time for a fall 2008 debut.

The show follows a teenager who finds a mysterious card that turns him into a powerful warrior in another dimension. Once there he discovers his missing father may be the hostage of an evil general. Though the show is visually similar to Power Rangers, another perennial Toei franchise, Adness VP of international sales Daniel Castaneda said the target demographic was different. "Power Rangers is aimed at four- to eight-year-olds, while Kamen Rider is for six- to 14-year-olds," he said. "We're finalising a US deal right now and are starting to pitch the show to channels in Europe." Adness is shopping the show to UK and French channels, but Castenada is looking to sew up representation deals to take the show into other markets such as Spain, Germany and the Nordic region.

A movie based on the series is also something that Adness is planning, possibly for 2009. "This will all depend on the ratings data we get from the US channel," Castenada said. Adness director of licensing Takeshi Okajima is spinning off the North and South American L&M programme for Kamen Rider, as well as the company's recently acquired Mexican property Crack & Bonky. Following two friends from another dimension who try to mimic human behaviour, the property launched through Mexican website Chicabum and became popular via downloadable wallpapers, animated shorts and ringtones. Adness has North American and Asian rights to the CGI property and has already finalised licensing deals for apparel, toys and stationery. Castaneda said plans were afoot in Japan to produce Flash animated shorts based on the two characters.