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Consumer Products

Cartoon Network taps EMEA licensees for Ben 10

A raft of licensing partners will launch products in categories spanning apparel, accessories and publishing for Cartoon Network’s rebooted series.
October 4, 2017

Cartoon Network EMEA has announced its first crop of licensing partners for its revamped Ben 10 brand, with products from the inaugural collection set to roll out this fall.

In the UK, new partners include Smith & Brooks (daywear), Fashion UK (daywear), Cooneen Group (nightwear and underwear), Drew Pearson International (accessories), Roy Lowe and Sons (socks), Centum Books (master publishing partner), Panini (magazine), Dreamtex (bedding) and Zak (lunchware and drinkware).

New licensees in Spain and Portugal, meanwhile, include Air Val Iberia (personal care) and Kid Licensing Iberia (watches and lights). Uroda (bedding) and Smyk (apparel, footwear and accessories) have signed on in Poland, while Zorluteks Tekstil Ticaret Ve Sanayi A.S. (bedding) has inked a deal in Turkey.

In Italy, new partners include Commerciale Campana Srl (footwear), Original Marines (apparel and accessories) and Sun City Sasu (kidswear and fashion accessories). Additionally, Skybrands (bedding and kidswear) has forged an agreement for the Nordic region and will also launch bedding in Germany.

Cartoon Network has also signed pan-European agreements with IMC (walkie talkies, board games), Mondo (inflatables), Ferrero (Kinder Surprise Eggs) and Outright Games (video games).

These new licensees join master global toy partner Playmates, whose toy range spanning figures, role-play items and playsets began to hit shelves across Europe in July. Giochi Preziosi Group serves as the pan-European marketing and distribution partner and Flair distributes the range in the UK.

The relaunched Ben 10 series premiered in EMEA in October 2016 and the show has since inked free-to-air deals in the territory. Targeting boys ages four to eight, the toon follows energetic Ben Tennyson as he transforms into aliens and goes on adventures. The 40 x 11-minute series is produced by Cartoon Network Studios and created and executive produced by Man of Action Entertainment (Big Hero 6, Generator Rex).

About The Author
Elizabeth Foster is Kidscreen's Senior Writer. Contact Elizabeth at efoster@brunico.com

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