Ben 10 bolstered by Poland promos

Brand enjoys sales surge after European Licensing Company's promotional campaigns.
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A retail tie up with Tesco and a web-based competition in conjunction with licensees have helped significantly boost sales of Ben 10 product in Poland.

The European Licensing Company secured the deal with Tesco, which saw 140 hypermarkets across the country running a special promotion featuring toys from Bandai and games and puzzles from Trefl. Fans buying the products were entered into an exclusive competition, with the top prize to participate in the Polish dubbing for the new Ben 10 CGI movie.

The promotion was advertised via Cartoon Network ads and a special microsite on the channel's website, as well as in the Tesco Christmas catalogue and in-store.

ELC also enjoyed success with a web-based Ben 10 competition with licensees Bandai, Trefl, Galapagos and MSZ. Over 140,000 Ben 10 products were marked with a special sticker which revealed a unique code when peeled off.

"These promotions have bolstered the position and visibility of the brand within the Polish market, as well as demonstrating to retailers and licensees alike the value of promotions featuring top brands such as Ben 10," said Hakan Durdag, CEO at ELC.

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