Toy Fair 2018: Cartoon Network details new wave toy line for Ben 10

Robert Hutchins

By Robert Hutchins

January 22nd 2018 at 8:42AM
UPDATED January 22nd 2018 at 11:47AM
Toy Fair 2018: Cartoon Network details new wave toy line for Ben 10

Developed by global master toy partner Playmates, the new range will be distributed across the UK by Flair.

London Toy Fair opens its doors this week and Cartoon Network is getting on the announcements early, detailing wave two of the Ben 10 toy line from its global master toy partner, Playmates.

Flair is the distribution partner for the Ben 10 toy line in the UK and is gearing up to expand upon the first range that debuted last July with a new collection of figurines, role-play items and vehicles.

Key new SKUs set to launch this month include the Heatblast Rocket Flyer and Diamondhead Power Tank vehicles, a range of Omni-Enhanced figurines and the new Omni Launch Battle Figurines.

The new products will launch at retail in January, supported by comprehensive TV advertising and a digital campaign.

Graham Saltmarsh, director of licensing, UK and Nordics at Cartoon Network Enterprises EMEA, said: "We are delighted to be kicking off what is going to be another action-packed year for Ben 10 with the launch of a fantastic new wave of toys.

"Once again Playmates has done an amazing job capturing all the elements boys love from the show and has translated them into an innovative, engaging and fun toy range that will give kids the chance to live up to their dream of becoming Ben."

The refreshed take on Cartoon Network's Ben 10 debuted across the EMEA in October 2016. The toy range has already laid a strong foundation for the wider licensing programme with categories including secondary toys, apparel, accessories, homewares and publishing now rolling out across the region.