Lego signs Ben 10 deal

Lego has signed a deal with Cartoon Network to create construction toys based on the huge-selling Ben 10 franchise.
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The range, based on the Ben 10 Alien Force adventures, is expected to launch globally in Spring 2010 and promises a new twist on the Lego building system.

"Over the past four years, Ben 10 has established itself as a global brand that continues to expand and thrive in different categories and markets," said Christina Miller, vice president, Cartoon Network Enterprises.

"Expanding this relationship with Lego, the leading construction toy brand, is an exciting opportunity for Ben 10 that will continue to build towards years of future success at retail."

”We’re thrilled to expand our very successful partnership with Cartoon Network to now include licensing and product development," said Jill Wilfert, vice president of licensing and entertainment for Lego Group.

"There is such a natural synergy between fans of the Lego brand and the loyal audience that Cartoon Network engages, and Ben 10 Alien Force is the perfect property on which to base a new way to build and play with Lego elements."


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