BHS has inked a deal with Turner CN Enterprises to rebrand the children's sections in its in-store restaurants to Cartoon Network Kids Corner.
The initiative, which launched last month, is running through 123 BHS in-store restaurants. Families will be able to choose from a special Cartoon Network menu, branded with characters from shows including Ben 10, Chowder & Flapjack and Foster's Home for Imaginary Friends.
A Cartoon Network lunchbox features a selection of items such as sandwiches, jelly, yoghurt and a drink. All kids' meals include a free piece of fruit, an activity sheet and a set of crayons. Hot dishes will include fish and chips, cheesy pasta and a kid's portion size carvery roast dinner.
An additional 35 BHS in-store restaurants will also feature a Cartoon Network Kids Corner 'Pick and Mix' unit, where children can choose the above five items for their lunch box from a stand for just £3.29.
"We're incredibly excited to be continuing our relationship with such a successful UK retailer," said Graham Saltmarsh, UK licensing director at TCNE. "Working with BHS on the launch of the Cartoon Network Kids Corner initiative, is a key part of our ongoing commitment to drive the presence of our brands in-store."
Roger Bolton, food service director at BHS, added: "I believe Cartoon Network will provide a strong platform to further enhance our children's food offer within our restaurants. The familiar characters will be easily recognisable to our younger guests, encouraging them to select from our wide range of options on offer."
In 2009, BHS ran a Ben 10 promotion which saw a major uplift on all Ben 10 merchandise. Of all licened boys apparel sold by BHS, 30 per cent features TCNE brands.