The two-year deal will see Ben 10 Universe product–incorporating Classic, Alien Force and Ultimate Alien style guides–launch throughout United Colors of Benetton stores worldwide (excluding Myanmar and Korea). The deal also includes online distribution for affiliated websites.
The new Ben 10 deal is the most recent in a slew of activity for the Benetton Group that also includes planned lines for American Greeting Properties’ Care Bears and Santoro London’s Gorjuss at United Colors of Benetton stores worldwide.
Hero products of the Ben 10 line will include jackets, sweatshirts, underwear, shoes, slippers and backpacks.
“The Ben 10 franchise has now grossed over 3 billion dollars in global retail sales,” says Maria Rosaria Milone, senior commercial director consumer products, packaged and themed entertainment, TCNE. “Thanks to new content, strategic partners and innovative products in development the franchise is continuing to draw in a host of new licensees such as Benetton.”
TCNE says that extending Ben 10’s licensing program will be a key focus for the company over the next 12 months. New content, including a CGI movie and the latest TV series “Omniverse,” which launched globally in September, is helping to drive new licensees to the program.