Firm looking to build on success with Ben 10 in boys sector with new property.
Turner CN Enterprises will debut the licensing programme for the latest original series on Carton Network, Generator Rex, at Brand Licensing Europe next month.
Mattel is already on board as global master toy partner, with a full line of action figures, role play items, play-sets and vehicles planned. In addition, interactive games publisher Activision currently has a multi-platform game in development.
Further licensees for EMEA are due to be announced at the show.
The UK will be the first territory to broadcast Generator Rex, launching on Cartoon Network in October, followed by other markets in 2011.
The network has already announced that an additional 20 new episodes have been commissioned, totalling 40 episodes available for broadcast to date.
"Generator Rex is a great action adventure brand that will continue to build upon our core expertise of developing action brands for boys," said Alan Fenwick, VP of Turner CN Enterprises. "The show debuted in the US in April where it has consistently ranked number one and a number of high profile, global partners have been secured in key areas, even before the EMEA broadcast roll out.
"US TV ratings and early industry commitment indicates that Turner's new property will build on the success of Ben 10."