CN Preps 'Ben 10' U.K. Toy Launch

Retailers Toys ‘R’ Us, Tesco and Smyths will also play host to the “Ben 10 Hero Truck Tour” this fall.

EUROPE–Cartoon Network has unveiled the U.K. launch plans for its new “Ben 10” toy range from the series’ master toy partner Playmates.

Kicking off the U.K. roll out is Flair, which is distributing the new range and launched the first SKUs–including collectible figures, “power-up” and deluxe figures, role play items, basic and deluxe versions of the Omnitrix and the Rust Bucket play set–earlier this month.

Meanwhile, The Entertainer, Smyths and Toys ‘R’ Us have debuted Rust Bucket-inspired display units to showcase the new toy range. The display units also include a photo opportunity that allows fans to take a seat inside the series’ famous motorhome.

Additionally, Cartoon Network is supporting the toy launch with a “Ben 10 Hero Truck Tour” that will see a branded Rust Bucket trailer visit Toys ‘R’ Us, Tesco and Smyths locations throughout the U.K. The immersive activity includes an AR experience that allows consumers to transform into their favorite “Ben 10” alien.

The “Ben 10 Hero Truck Tour” will kick off this Thursday, July 27, at Tesco Extra Havant in Hampshire before visiting an additional 16 locations in Bristol, Derby, Leeds, Glasgow and Ipswich before culminating at Smyths in Ashford on Aug. 20. Following its U.K. run, the tour will visit Poland, Spain and Italy.
“We know from our retail partners that immersive fan experiences are in high demand, especially during the summer holidays as parents look for ways to keep their kids entertained,” says Graham Saltmarsh, director, licensing, U.K. and Nordics, Cartoon Network Enterprises. “We’re confident these ‘Ben 10’ activations will create a huge sense of excitement as soon as kids arrive at their local store and leave them eager to get their hands on the fantastic new toy range.”

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