Cartoon Network has launched new retail activations across the UK in support of its series Ben 10.
The first wave of products from master global toy partner Playmates debuted at retail on July 15. (The new range is being distributed in the UK by Flair and the first SKUs include collectible figurines, power-up and deluxe figures, basic and deluxe versions of the Omnitrix, role-play items, and the Rust Bucket playset.) In support of the toy launch, Cartoon Network is hitting the road with a Ben 10 Hero Truck Tour. A branded Rust Bucker trailer will visit Toys “R” Us, Tesco and Smyths stores across the UK with immersive activities, including an augmented reality experience that will let kids transform into their favorite alien from the show.
The Hero Truck Tour will kick off at the Tesco Extra Havant in Hampshire on July 27 before visiting an additional 16 locations including Bristol, Derby, Leeds, Glasgow, Ipswich and Ashford. Following its UK run, the tour will make its way across Poland, Spain and Italy.
Additionally, Toys “R” Us, Smyths and The Entertainer locations across the UK will feature Rust Bucket-inspired displays to coincide with the tour. These units will include a photo opportunity that allows fans to sit inside the show’s famous motorhome.
The network’s fresh take on Ben 10 launched in the UK in October 2016 and has been picked up for a second season. Since its debut, the series has reached more than 27 million viewers across the region and awareness has been boosted even further following the show’s free-to-air launch on CITV in May.
Produced by Cartoon Network Studios and created and executive produced by Man of Action Entertainment, Ben 10 follows Ben Tennyson, his cousin Gwen and their Grandpa Max on a summer vacation where the discovery of an ancient artifact called the Omnitrix leads to alien-filled adventures.