Toy manufacturer Bandai is to roll out a new range of toys based on Cartoon Network series Ben 10 this month.
The carton centres around Ben Tennyson, a 10-year-old boy who discovers an alien watch in a crashed meteorite, which allows him to morph into alien superheroes – each with unique powers and abilities.
Bandai will roll out a range of products based on Ben’s character and alien aliases targeting boys aged four to nine years old. Products include collectible and action figures and an Omnitrix F/X watch which features sound effects from the show.
The Bandai Ben 10 range will be supported by in-store promotions, TV advertising and an online campaign.
Bandai UK marketing director Rosie Bayles says: "Ben 10 offers us a hugely exciting opportunity in the boys market. The TV show has already attracted a large fan base and we have high expectations for a strong toy performance".