Sambro On Board as Ben 10 U.K. Licensee

Cartoon Network is expanding the licensing program for the all-new Ben 10 and has signed Sambro as a licensee in the U.K.

Targeted initially at the U.K. market, the cross-category agreement with Sambro will cover pocket money toys, creative play, stationery and backpacks. The partnership will see Ben 10 enter new aisles and retail channels. It marks the first deal to be signed on-site at Sambro’s brand-new southern showroom in High Wycombe. The new iteration of Ben 10 premiered in EMEA last October.

Supported by creative retail activations, the Ben 10 merchandise rollout kicked off in July 2017 with the debut of a brand-new toy range from Playmates that is being distributed in the U.K. by Flair. Additional licensees that are already on board in the U.K. for the latest iteration of Ben 10 include Smith & Brooks (daywear), Fashion UK (daywear), Cooneen Group (nightwear and underwear), Drew Pearson International (accessories), Roy Lowe and Sons (socks), Centum Books (master publishing partner), Panini (magazine), Dreamtex (bedding) and Zak (lunchware and drinkware).

Graham Saltmarsh, the director of licensing for the U.K. and Nordics at Cartoon Network Enterprises, said, “We’re delighted to be partnering with Sambro who with their top-quality products, unwavering enthusiasm and commitment to creativity, make the perfect addition to our expanding licensing program. Ben 10 is gaining significant traction in the U.K. market and we’re confident that fans will be eager to get their hands on this diverse range of new products when they hit shelves.”

Nikki Samuels, the licensing director at Sambro, commented, “It’s a delight to be working with the team at Cartoon Network. Ben 10 is such a well-known and really diverse property and our ranges will create even more retail opportunities for fans. With a variety of price points and spanning multiple categories, our Ben 10 ranges will be a great way for retailers to capitalize on the popularity of the brand by extending the purchasing possibilities.”