Bandai hires eight year-old toy tester

James Childs, new chief toy consultant, will put Ben 10 toys through their paces.
Publish date:

Bandai teamed up with children's newspaper, First News, to find the UK's biggest Ben 10 fan to review its range.

The winner, Childs, will receive a new range of toys to review each month, before they hit retail. He will then advise on how the products can be modified and provide ideas for future toy development.

The first video of Childs reviewing the toys is available on YouTube and will be promoted throughout the year on the First News website. The videos show the 'consultant' demonstrating toys including the Ultimatrix, 10cm figures and alien creation chamber.

Any duplicated toys sent to Childs will be donated to a local primary school for use in a literacy and art competition. At Christmas, Bandai will donate a selection of the toys to his local hospital, the Luton & Dunstable Hospital's Children’s Ward.

The news of James’ appointment has caught the attention of the national press including mentions in The Sun, Metro, i, The Times, Daily Star and the Mail Online, as well as being featured on Daybreak.

Boys brand manager at Bandai Andrew Welch said, “As soon as we saw James’ entry we knew we had found the winner and a true Ben 10 fan.

"James’ enthusiasm for the brand and eagerness to get involved is a great asset to us and we look forward to hearing his thoughts on the new Ben 10 Ultimate Alien range of toys."


Featured Jobs

Copyrights Group

Marketing Manager

The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.