More Ben 10 Toys to Hit Retail in U.K.


Cartoon Network EMEA has revealed that a second wave of Ben 10 toys from global master toy partner Playmates will drop in the U.K. starting at the end of January.

Key SKUs set to launch this month include the Heatblast Rocket Flyer and Diamondhead Power Tank vehicles, a range of Omni-Enhanced figurines and the new Omni Launch Battle figures. The figures come with an Omnitrix launcher that transforms them into aliens in mid-air.

The product launch will be supported by a comprehensive TV advertising and digital campaign. Flair is the distribution partner for the Ben 10 toy line in the U.K. and will expand on the first range, which debuted last July with a collection of figurines, role-play items and vehicles.

Graham Saltmarsh, the director of licensing for the U.K. and Nordics at Cartoon Network Enterprises EMEA, commented, “We’re delighted to be kicking off what is going to be another action-packed year for Ben 10 with the launch of a fantastic new wave of toys. Once again Playmates has done an amazing job capturing all the elements boys love from the show and has translated them into an innovative, engaging and fun toy range that will give kids the chance to live up to their dream of becoming Ben.”