BOYS MONTH: H&A grows Ben 10 line

Licensed toiletry firm planning new launches in 2011 under the Ultimate Alien banner.
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Having enjoyed strong success since picking up the brand in 2008, licensed toiletry specialist H&A is planning a number of new lines in its Ben 10 range.

The firm will roll out new items in 2011 under the Ultimate Alien banner. Products will include Flip & Flux facecloth, Decontamin8 Handwash and Body Warp bath and shower gel.

"H&A are constantly adapting and listening to the licence demographic and Ben 10's success further consolidates our position as a leading player in the licensed children's toiletries category," said Angela Hall, MD at H&A.

"Ben 10 has been a great licence for H&A and since the launch it has only grown in popularity. The recent reposition of Ben 10 has given the licence the opportunity to create even more exciting content for 2011.

"We know how important it is to create new and exciting ranges to move the licence forward, so that is why we are already looking to Christmas 2011."

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