Excitement builds for Ben 10's return to toy shelves

Cartoon Network’s fresh take on Ben 10 is set to hit UK screens later this year, and execs in the toy space are already excited by the new toy line from Playmates which arrives on shelves in 2017.
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Cartoon Network’s fresh take on Ben 10 is set to hit UK screens later this year, and execs in the toy space are already excited by the new toy line set to accompany the revamped series.

Playmates Toys is the master toy partner for the new Ben 10 series, and according to Cartoon Network, response to the new show, as well as the firm’s line of action figures and play-sets has been encouraging.

“Ben 10 is one of the brands that I’d say the toy retailers are most excited about from us,” Cartoon Network’s VP, EMEA, Johanne Broadfield, told ToyNews.

“It was a phenomenon in the toy space the first time around so it’s tricky to predict how it’ll fare this time. But the response from boys to the content and from the industry to the toy line that we’ve developed with Playmates Toys is very encouraging. Everyone has welcomed us doing this and we’re very excited about it.”

Ben 10 action figures were the bestselling toys of 2008, and Broadfield believes the technology available now will ensure the new range of products will go down well with the kids of today.

“Technology has moved on in terms of what physical toys can do with the interactivity between the Omnitrix, the aliens and the TV,” said Broadfield.

“We’re not launching the toys until A/W 2017 so there’s a bit of a wait because we want to get the content out there and syndicate it where we need to.”

The Ben 10 franchise for Cartoon Network has been a proven sales success, generating more than $4.5 billion in global retail sales to date.

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