Ben 10 Hero Truck Tour to take place from 27th July – 20th August in support of the toy launch.
The 15th of July saw the first wave of toys from master global toy partner Playmates debut at 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 transform players into their favourite Ben 10 alien. Commencing 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 finishing up 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 Rust Bucket inspired display units across their stores to showcase the new toy range to visitors. These units also incorporate a photo opportunity element, allowing fans to share pictures with their family and friends on social media.
Graham Saltmarsh, director of licensing, UK and Nordics at Cartoon Network Enterprises, commented: “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. 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.”