Turner CN Enterprises has revealed its plans for Ben 10: 10.10.10 - an EMEA-wide programme of events to celebrate the success of the brand, as well as launch the new animated series - Ultimate Alien - and highlight its long-term aims.
Officially launching in October, the initiative will encompass all areas of TCNE's business, including on-air, online, ad sales and promotions.
Ben 10 is at different stages of the brand life cycle in each regional market, and event activity has been organised to reflect this. Retail activity has been secured in over 30 countries across EMEA, while collaborations with Cartoon Network channel teams across the regions will see outdoor, online and TV events taking place.
"The beauty of this initiative is that although it provides a global focus for the brand and, of course, a reason to celebrate our successes, Ben 10: 10.10.10 isn't restricted to October 10th, 2010," explained Alan Fenwick, VP of Turner CN Enterprises.
"Throughout EMEA, our regional teams and agents are working in collaboration with channel marketing teams, programming, online, retailers and licenses to tailor activity that maximises the potential of this pinnacle calendar event for their local market.
"Whether it be ten days, ten weeks or even ten months, I'm absolutely certain that this is the event that will help us to further the success of Ben 10, which is still growing, and cement the brand's position as an entertainment evergreen."