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Boost for Ben 10 - Licensing.biz

Boost for Ben 10

Apparel and gift licensees the latest to sign up for popular Cartoon Network property.
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Cartoon Network is continuing to notch up the deals for boys' property Ben 10, both in the UK and overseas.

Blues has taken on an apparel licence, while Aykroyds is prodcing a range of Ben 10 nightwear, Brand International is handling footwear, Roy Lowe will be producing socks and TDP has a line of underwear.

In addition to this, Pyramid Posters has come on board with a line of Ben 10 posters, key rings and badges, while Gemma International will roll out cards and gift wrap. Mr Lucky Bags will also be introducing a range of Ben 10 gift bags.

"We are delighted to be working with all of these companies to continue to build the Ben 10 phenomenon," commented Graham Saltmarsh, UK licensing director at Cartoon Network.

Sales of Ben 10 merchandise continue to be strong, and Cartoon Network is currently in active discussions with a number of other major licensees.

In a bid to expand into new territories, the firm has entered into promotional licensing deals with HLL's Kissan and Godrej's Nutrine Maha Lacto candy in India for Ben 10. The company hopes to target 6,000 children through these promotions.

Cartoon Network also has plans to release apparel, toys, bed linen, wall paints and books in the territory.

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Ben 10

Launched in 2006, Ben 10 is now the benchmark in the lucrative boys licensing category.