The latest recapitulation of Cartoon Network’s enduring original franchise Ben 10 made a spectacular debut on TV screens across EMEA in October 2016.
Now with the show delivering consistently great ratings and broadcast exposure being boosted through free-to-air deals, Cartoon Network has detailed its comprehensive first collection of EMEA licensing partners secured in the region.
The EMEA merchandise programme is being anchored by master global toy partner Playmates with Giochi Preziosi Group on board as the pan-European marketing and distribution partner and Flair distributing the range in the UK.
The innovative toy range that includes figurines, role-play items and play sets began hitting shelves across Europe in July this year heavily supported by creative retail activations.
Building on the early success of the toy launch, Cartoon Network is assembling a robust line-up of partners for additional key categories and products will begin rolling out this Autumn/Winter.
In the UK, kicking off the apparel and accessories category are Smith & Brooks (daywear), Fashion UK (daywear), Cooneen Group (nightwear and underwear), Drew Pearson International (accessories) and Roy Lowe and Sons (socks).
The first publishing licensees signed are Centum Books (master publishing partner) and Panini (magazine) while in homewares Dreamtex (bedding) and Zak (lunchware and drinkware) are on board.
In Spain and Portugal, the brand’s first partners include Air Val Iberia (personal care), and Kid Licensing Iberia (watches and lights). For fans in Poland, Uroda (bedding) and Smyk (apparel, footwear and accessories) will expand the Ben 10 merchandise offering and in Turkey, Zorluteks Tekstil Ticaret Ve Sanayi A.S. builds the homewares category. In Italy, Commerciale Campana Srl (footwear) and Original Marines (apparel and accessories) join the line-up while Sun City Sasu is developing kidswear and fashion accessories for the Italian and Iberian markets.
Additionally, Skybrands is on board for bedding and kidswear in the Nordic region and will also launch bedding in Germany.
In a raft of pan-European deals, Cartoon Network has also signed IMC (walkie talkies, board games), Mondo (inflatables) and Ferrero (Kinder Surprise Eggs). A brand-new Ben 10 video game from Outright Games will also launch across EMEA in November.
“After all these years, Ben 10 has maintained significant momentum and playground credentials thanks to its combination of relatable characters and exciting action-adventure that really appeals to kids and fires up their imaginations” explains Maria Rosaria Milone, Senior Director, Category Management & Agent Markets, Cartoon Network Enterprises EMEA. “The outstanding sales success that we’re seeing for Playmates’ new toy range has laid a strong foundation for the wider Ben 10 licensing programme. We’re delighted to be revealing such high calibre partners who will introduce fresh, innovative and creative products and give our fans the best possible experience of the brand,” she added.
Targeting a new generation of boys 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. In Q2 2017 alone, Ben 10 reached an enormous 178 million individuals across the globe.