Ben 10: Alien Force receives star treatment - ToyNews

Ben 10: Alien Force receives star treatment

Turner Broadcasting celebrates launch of new Ben 10 series by hosting kids? film premiere at Old Billingsgate in London.
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The premiere will take place on Sunday February 15th and is expected to draw a star-studded audience.

The first screening of the series in the UK is being sponsored by retail giant, Tesco. The series will then hit the small screens on Monday February 16th on Cartoon Network.

The retailer tie-in follows recent sales statistics showing Ben 10 toys were the best-selling toy range in the UK in 2008 (NPD Epos Data 2008.)

Turner Broadcasting is producing the launch event in collaboration with communication and experiential agency Mission. 2,000 guests are expected to attend and the occasion will start with an especially choreographed Ben 10 Parkour performance.

The majority of guests on Sunday will win tickets through a series of print and online competitions, submitted via the show’s website www.Ben10alienforce.co.uk.

Cross-channel TV advertising and unique digital campaigns will also be in place to back the new animation.

In addition, fans will be able to trade virtual currency from the kids’ social network www.BinWeevils.com for real Ben 10: Alien Force merchandise within kids’ online marketplace www.swapitshop.com. In the deal brokered by Mediacom, the sites have developed a unique exchange rate that will allow currency accrued in either community to be traded and used within the other.

Turner will release a selection of exclusive merchandise for fans to trade on Swapitshop and competitions will run on both sites. Other online activity includes a PR tie-in with kids’ site www.MoshiMonsters.com.

Barnaby Dawe, VP of marketing and communications at Turner Broadcasting commented: “Ben 10 is without doubt the hottest boys’ brand of the moment and the top rating show on Cartoon Network.

"We’re delighted to be hosting an event of this scale to launch the new series of Ben 10: Alien Force. It forms part of a marketing strategy that reflects the premiere nature of the Ben 10 franchise.”

The new action-animation series, entitled Ben 10: Alien Force, shows Ben 10 now aged 15 and living a regular kid’s life. Yet when a relative goes missing, Ben resumes wearing his Omnitrix watch and discovers he can turn into a whole new set of crime-fighting aliens.

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