Hamleys backs Ben 10

New Alien Force line to launch in iconic Regent Store toy store.
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Turner CN Enterprises is teaming up with Hamleys for the launch of the next wave of Ben 10 products, Alien Force.

Activity kicked off last month with the unveiling of an Alien Force window display from master toy licensee Bandai and a fifth floor Ben 10 transformation.

Ben 10: Alien Force will form part of Hamleys Cartoon Crazy events programme, with a special Ben 10 week beginning in Hamleys stores in London, Dublin and Dubai from March 9th to 15th.

The Regent Street outlet will lead the way with toy demonstrations, a costume character visit on March 14th, in-store giveaways and a competition to win the window display.

"Hamleys is a premiere retail destination with a global profile and we're really excited about teaming up with them for the launch of the Ben 10 Alien Force toy range," said Graham Saltmarsh, licensing director for UK, Scandinavia, Benelux and Israel.

Matt Webb, head of marketing at Hamleys, added: "Ben 10 performed brilliantly for us in 2008 and we are delighted to have teamed up with Cartoon Network and Bandai to promote the new series."

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