The half-hour animated programme follows the adventures of Ben Tennyson, a 10-year-old who discovers a strange alien watch in a crashed meteorite. Soon, Ben discovers that by using the watch he can transform into different alien beings, each with unique powers and abilities.
Bandai’s range will include action figures based on the alien heroes, transforming figures, high-tech battle vehicles and role-play toys including Ben’s “Omnitrix” watch. The range is planned for release in the US in July and the UK launch date is expected to be early in 2007.
Cartoon Network Enterprises is putting together a comprehensive licensing program for the property that will look to extend the brand into categories such as interactive, publishing, home video and promotions.
Simon George, VP of Cartoon Network Enterprises Europe, Middle East and Africa (pictured), believes that Ben 10 has to potential to grow into a formidable boys’ property. “The combined strength of the show, Bandai’s impressive toy line and Cartoon Network’s ability to reach the target market through a variety of different platforms mean that the foundations are in place to build a major boy’s franchise.”
The first series began airing on Cartoon Network UK in March and will be followed by other European territories later in 2006 and into 2007. The show has to date been green-lit to 39 episodes and has also been syndicated in a number of key markets.