Topps sticker company signs sponsorship deal with Turner Broadcasting for Ben 10: Race Against Time film

Turner Broadcasting has signed up Topps, the kids’ sticker company, to sponsor the TV premiere of the Ben 10: Race Against Time. The live-action film will be shown on the Cartoon Network.

The pan-European sponsorship deal underlines a commitment from the broadcaster to support and promote the Ben 10 brand. It is also expanding the range of Ben 10 merchandise and launching a magazine.

The animated Ben 10 series, on which the film is based, is Cartoon Network’s top-rated show. It is also the top show for boys aged four to nine years old on CITV.

Topps will also feature in idents before the Ben 10 trailer, as well as on the channel’s website and on the Ben 10 movie site.

The deal, which was negotiated by Turner Media Innovations (TMi), will also include branded stickers, bedding, cards, puzzles and confectionery. Cartoon Network Enterprises has also signed a deal with toy company Bandi.

In the US, the Ben 10 series is being expanded to appeal to older children. In Ben 10: Alien Force, the character ages from being ten to a 15-year-old. The move is thought to have been prompted by the number of merchandising opportunities, such as electronic toys and gadgets, that can be aimed at an older kids.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here