Cartoon Network unveils Alien World Record challenge

New Stacey Solomon-fronted initiative running throughout the summer in lead up to Omniverse launch.
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Cartoon Network kicked off a major new promotion this week involving its Ben 10 brand - which will see children across the UK try and break a Guinness World Record.

Fronted by celebrity mum Stacey Solomon, the Cartoon Network campaign will invite kids to help build a giant Alien (Bloxx) out of plastic bricks and break the record for the number of participants.

Bloxx is one of ten new featured aliens in the next instalment of the TV series, Ben 10: Omniverse. It will also feature in Bandai's toy line, which is launching this month.

The Alien World Record challenge runs through the summer holidays, visiting nine UK shopping centres - including Meadowhall in Sheffield, the Arndale centre in Manchester, Birmingham's Bullring and Bluewater in Kent among others.

Participants can bring their own plastic brick to place on the giant sculpture or choose a brick from the existing selection at the event. Once participants have laid a brick they'll be able to push a button on a huge counter clock keeping track of every person who takes part.

A Cartoon Network film crew with live presenters will be at each location. Each participant will also receive a wrist band with a number which can be entered at www.ben10record.co.uk for a chance to win prizes.

"The ambition and scale of the initiative is indicative of our unwavering commitment to the consistently performing hit boys' action franchise," said Graham Saltmarsh, licensing director at Turner CN Enterprises UK. "It's a fun and appealing way to generate excitement for Ben 10: Omniverse that can be sustained over the summer and support our retail partners."

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