Ben 10 a hit for Alligator Books

Firm shifts 200,000 creative play items based on brand since launch in January.
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Cartoon Network's Ben 10 is proving something of a hit for Alligator Books, with the firm returning from Spring Fair earlier this month with some strong sales figures for its creative play products based on the brand.

In the first month on sale (January), the company sold through 200,000 creative play items, with re-orders now coming in.

Alligator signed a two-year deal with Turner's Cartoon Networks Enterprises last year to develop a variety of Ben 10 interactive formats including magic painting books, colouring sets, poster art sets, carry packs, sticker boxes and slim magnet sets.

"We are delighted with our recent success with Ben 10; the sales have far exceeded our forecasts and we expect that to increase as the new Alien Force TV series launches on Cartoon Network this month," said Neil Rodol, commercial director, Alligator Books.

Andrew Rabin, publishing and sales director, added: "These figures prove that Ben 10 is currently one of the strongest entertainment licences for kids and we hope to explore further opportunities to take advantage of its overwhelming popularity."

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