Top 10 for Ben 10 as Cartoon Network Enterprises unveils new EMEA developments for its hero boys brand
The revival of Ben 10 continues as Cartoon Network Enterprises enters Brand Licensing Europe 2018 with news of exciting new brand developments across EMEA.
According to latest NPD data*, Ben 10 currently ranks as a top 10 action figure in the UK, France, Italy and Spain which is testament to what Jo Broadfield, Vice President, Cartoon Network Enterprises EMEA credits as, “Our complete commitment to developing and evolving the world of Ben 10 in a way that attracts each new generation of boys.”
Consumer products lie at the heart of the franchise. The merchandise roll-out for this latest iteration of the hit property kicked off in July 2017 and a cross category licensing programme is now in rolling out across EMEA with hardlines that enable kids to play and be Ben 10and soft lines that help boys be ready for Hero Time!
Broadfield continues, “Our partners have done an amazing job of capturing all the elements boys love from the show and translated them into innovative, engaging products that give kids the chance to live up to their dream of becoming Ben.”
Fandom is further enhanced by a dedicated multimedia approach that ensures new content is available via consumer touchpoints which are accessible where ever boys may be.
The brand has raked in an impressive 1 billion views on Cartoon Network and dedicated Ben 10 YouTube channels across EMEA since 2016** and a staggering 283m total touchpoints have been achieved across EMEA in Q2 2018 alone. This year, Cartoon Network has driven innovation through gaming, including the Ben 10 “Omnitrix Glitch” microsite which offers boys a fun foray into coding, social media influencer partnerships and unboxing videos, retailer activations, themed entertainment and costume character meet and greets.
Building on this momentum, next year will see the launch of Ben 10 Season 3, which will transform the lives of boys everywhere with the promise of incredible new aliens, amazing new vehicles and some epic villains. Ben will also come to Europe for the first time with episodes based in London and Paris further underpinning the European relevance of the brand.