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.