Licensing News

Cartoon Network EMEA unveils first partners for Ben 10

Published on: October 5th, 2017

Over 100 partners now signed for categories including apparel, accessories and secondary toys across the region.

The latest iteration of Cartoon Network’s original franchise Ben 10 made its debut on TV screens across EMEA in October 2016. Now, with the show delivering good ratings and broadcast exposure being boosted through free-to-air deals, Cartoon Network details its 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 toy range, spanning figurines, role-play items and playsets, began hitting shelves across Europe in July 2017, supported by creative retail activations.

Building on the early success of the toy launch, Cartoon Network is assembling a line-up of partners for additional key categories and products will begin rolling out this autumn/winter. In the UK, apparel and accessories licensees include 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 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.

Maria Rosaria Milone, senior director, category management & agent markets, Cartoon Network Enterprises EMEA, commented: “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.”


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