Industry News

CARTOON NETWORK EMEA unveils the first European agreements signed for BEN 10.

19 Oct - 2017

Tags from the story: Turner.

Over 100 partners in categories as: clothing, accessories, books, house-wares, healthcare and the Toy.


Cartoon Network has recently announced the first license agreements signed with several partners across EMEA on Ben 10 brand – one of the most global successful franchise of Cartoon Network. After the great debut on October 2016 on Cartoon Network, the TV series has landed on the channels free to air in Europe obtaining excellent ratings and increasing popularity of the brand.

The program of merchandising in EMEA includes the agreement with Playmates Toys as Master Toy world partner. The Italian Giochi Preziosi is instead the official distributor of the toy Playmates throughout Europe, while Flair is in charge of distribution in UK. The range consists of figures characters, role-playing games and playsets, which arrived on the shelves across Europe since last July 2017 supported by creative retail activities.

As a result of the recent success of the Toy range, Cartoon Network has closed numerous partnerships in other key categories and products, will be launched in through this autumn/winter season.

In the United Kingdom, they will land on shelves lines of clothing and accessories with: Smith & Brooks and Fashion UK (daywear), Cooneen Group (intimate nightwear) and Drew Pearson International (accessories) and Roy Lowe and Sons (socks). The first partner for the publishing instead is Centum Books (master publishing partner) and Panini (magazine), while for the home category Dreamtex (bed linen) and Zak (house accessories).

In Spain and Portugal, the first partners of the brand are: Air Val Iberia (personal care) and Kid Licensing Iberia (Clocks and accessories for lighting). For fans in Poland, Uroda (bed linen) and Smyk (clothing, accessories and shoes) will expand the offer of licensed producst of Ben 10. In Turkey for the category home the partner is Zorluteks Tekstil ticaret ve Sanayi A.S. (bed linen). In Italy, instead there are agreements with Commerciale Campana Srl (footwear) and Original Marines (clothing and accessories), while Sun City Sasu is developing a clothing line and fashionable accessories for children who will arrive both on the Italian and on the Spanish market. Finally, with the agreement signed with Skybrands it will arrive in Scandinavian regions a line of clothing for children and bed linen, which will also be available in Germany.

Between the pan-European agreements that Cartoon Network has signed there is also the one with: IMC (walkie tolkies and table games), Mondo (outdoor games, articles from sea and inflatable), Dino Bikes (rental), Preziosi Food (chocolate eggs, salty snacks, sweets) and Ferrero (Kinder surprise eggs). Furthermore, in November there will be a launching across Europe of the brand new videogame Outright Games of Ben 10.

“After all these years, Ben 10 continues to remain on the crest of the wave thanks to a perfect combination between characters – in which children can easily recognize – and thanks to the action and adventure, always present in the series, amusing and stimulating the imagination of the target,” explains Maria Rosaria Milone, Senior Director, Category Management & Agent Markets, Cartoon Network Enterprise EMEA. “The outstanding results achieved with the launch of the toys range of Playmates have become a solid basis to achieve a vast program of licensing for Ben 10. We are proud to be able to reveal the agreements with these important partners that will help us to introduce on the market products that are innovative and creative and that will ensure to our fans the best experience ever of this brand.”

Ben 10, the beloved boy who every day, with the help of the Omnitrix clock, manages to transform himself into 10 different aliens, each one with unique abilities, conquest today a new generation of children (4-8 years). Only in the second half of 2017, Ben 10 has reached 178 millions of people throughout the world.

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