The fresh take on Cartoon Network’s global phenomenon Ben 10 that made released on UK TV screens in October last year seems to have captivated a new generation of young boys. Targeting a new generation of boys aged 4-8, the all-new Ben 10 sees the energetic, fun-loving, Ben Tennyson return in his original and favourite form, as a 10-year-old boy who transforms into aliens.
The licensor today shares details of upcoming UK retail activations that will support the new toy range and drive fan excitement.
Kicking off the UK merchandise roll-out, 15th July saw the first set of toys from master global toy partner Playmates debut put to retail.
Flair is distributing the new range in the UK and the first SKUs now available include collectible figurines, ‘power-up’ and deluxe figures, role-play items, basic and deluxe versions of the Omnitrix and the Rust Bucket playset.
Cartoon Network is backing the toy launch with a Ben 10 Hero Truck Tour that will see a branded Rust Bucket trailer visit Toys ‘R’ Us, Tesco and Smyths stores across the country.
The immersive activity will include an augmented reality experience that will encourage players to bring out their inner hero and see themselves transform into their favourite Ben 10 alien.
Kicking off on 27th July at Tesco Extra Havant in Hampshire, the tour will then head to an additional 16 locations including Bristol, Derby, Leeds, Glasgow and Ipswich before winding up its journey at Smyths in Ashford on 20th August.
Following its UK run, the tour will then make its way across Poland, Spain and Italy.
Alongside this, The Entertainer, Smyths and Toys ‘R’ Us now have eye-catching Rust Bucket inspired display units across their stores to showcase the new toy range to visitors. These units also incorporate a unique photo opportunity element as fans can take a seat inside the famous motorhome and then share with their family and friends on social media.
“We know from our retail partners that immersive fan experiences are in high demand, especially during the summer holidays as parents look for ways to keep their kids entertained” comments Graham Saltmarsh, Director of Licensing, UK and Nordics at Cartoon Network Enterprises. “We’re confident these Ben 10 activations will create a huge sense of excitement as soon as kids arrive at their local store and leave them eager to get their hands on the fantastic new toy range, he adds.”
Since premiering in EMEA last October,this latest iteration has already reached over 27 million individuals across the region with awareness in the UK receiving a significant boost following the show’s free-to-air launch on CITV in May. Cartoon Network recently reported that the series has reached an additional 1.2m viewers and 9% of Boys 4-9 on CITV (and ITV simulcast).
