As a new line of Ben 10 toys hit stores, Cartoon Network has stepped up its UK retail activations to support the roll-out.
To back the toy launch from master global toy partner Playmates, the firm has debuted a Ben 10 Hero Truck Tour that will see a branded Rust Bucket trailer visit Toys R Us, Smyths and Tesco stores across the country.
The tour will boast an augmented reality experience to transform fans into their favourite Ben 10 alien.
Meanwhile, retailers including The Entertainer, Toys R Us and Smyths will boast Rust Bucket display units inside stores to showcase the new toy line.
“We know from our retail partners that immersive fan experiences are in high demand, especially during the summer holidays as parents look for ways to keep their kids entertained” said Graham Saltmarsh, director of licensing, UK and Nordics at Cartoon Network Enterprises.
“We’re confident these Ben 10 activations will create a huge sense of excitement as soon as kids arrive at their local store and leave them eager to get their hands on the fantastic new toy range.”