Cartoon Network has secured a new UK deal with Sambro for a collection of Ben 10 licensed toys and kids’ products.
The partnership marks the first deal to be signed on-site at Sambro’s new Southern showroom in High Wycombe.
Targeted initially at the UK market, this cross-category deal with Sambro will cover pocket money toys, creative play, stationery and backpacks and will see Ben 10 enter new aisles and retail channels.
Cartoon Network’s popular franchise launched back into action with a new series in October 2016.
“We are delighted to be partnering with Sambro who with their top-quality products, unwavering enthusiasm and commitment to creativity, make the perfect addition to our expanding licensing programme,” said Graham Saltmarsh, director of licensing, UK and Nordics at Cartoon Network Enterprises.
“Ben 10 is gaining significant traction in the UK market and we’re confident that fans will be eager to get their hands on this diverse range of new products when they hit shelves.”
Nikki Samuels, licensing director at Sambro, added: “It’s a delight to be working with the team at Cartoon Network. Ben 10 is such a well-known and really diverse property and our ranges will create even more retail opportunities for fans.
“With a variety of price points and spanning multiple categories, our Ben 10 ranges will be a great way for retailers to capitalise on the popularity of the brand by extending the purchasing possibilities.”
Ben 10 merchandise roll-out kicked off in July 2017 with the debut of a new toy range from Playmates, distributed in the UK by Flair.