Cartoon Network is celebrating five years of its Ben 10 brand in the Asia Pacific region, with the firm eyeing up further growth throughout 2012.

Indeed, Cartoon Network is expecting to sell more then 300 million products across the region during the year.

The property has notched up US$1 billion in toy sales globally since launch, with almost five million Ben 10 toys alone sold in Asia Pacific during 2011.

Last year, fans in Asia also purchased five million publishing titles and 1.5 million DVDs, with 500,000 children and their parents visiting the Ben 10 live shows, including Ben 10 Live: Power of the Omnitrix.

At the Hong Kong International Licensing Show, Dulce Lim-Chen, VP of Cartoon Network Enterprises Asia Pacific, was joined by LIMA president Charles Riotto and Angela Ho, senior service promotion manager from the Hong Kong Trade Development Council, to mark the five-year milestone.

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"We're thrilled to be celebrating this milestone today, as the Ben 10 franchise has enjoyed continued success in the Asia Pacific region over the past five years," said Lim-Chen. "In the three animated series so far, we've witnessed Ben and his aliens go from onscreen heroes to global, multiplatform icons."