Bandai Re-Upped at Master Toy Licensee for Ben 10

NEW YORK: Bandai has extended its licensing agreement with Cartoon Network Enterprise (CNE) to continue as the master toy licensee for the Ben 10 franchise through 2012.

CNE and Bandai have been partners since 2005. This worldwide deal renewal will extend the partnership through 2012 and includes rights for action figures, playsets, role-play items and more in all territories. Ben 10 product originally launched at retail in the U.S. in July 2006, and currently ranks as the number one selling toy brand in the U.K., Spain, Southwest Asia, South Africa and Australia, according to The NPD Group.

"As master toy licensee and launch partner for Ben 10, Bandai has been instrumental to our success in making Ben one of the most popular boys‚ action brands on the global market today," said Christina Miller, CNE’s senior VP. "This year, Ben 10 enters its fifth year at retail, marking a major milestone for us, and as we prepare for the next phase of the brand’s lifecycle, we‚re thrilled to continue our collaboration with Bandai to continue its success for years to come."

"Our Ben 10 toy line success starts with the great stories and immersive adventures showcased on Cartoon Network," added Mark Schaffner, the executive VP of toys at Bandai. "We believe the Bandai and Cartoon Network collaboration will continue to yield industry awards, consumer accolades and fan devotion by delivering quality entertainment that sparks imagination and engagement."