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Ben 10 LEGO Construction Toys Coming from Cartoon Network Enterprises
June 2, 2009
Press Release from Cartoon Network Enterprises and The LEGO Group.
Cartoon Network Enterprises (CNE) and The LEGO Group today announced a global
agreement that adds the BEN 10 franchise to the world’s leading construction
toy manufacturer’s portfolio of only the best licenses in construction toy form.
The deal marks the first time the two companies have partnered on product
development, and will bring Cartoon Network’s global sensation boy brand to
life in a full line of construction toys based on the popular BEN 10 ALIEN FORCE
adventures.
Featuring never-before-seen LEGO elements and a new twist on the LEGO building
system, LEGO BEN 10 ALIEN FORCE is sure to bring novelty and excitement to the
construction toy category and provide a dynamic way to engage consumers in the
core propositions of transformation and action for which the BEN 10 property is
known.
“Over the past four years, BEN 10 has established itself as a global brand that
continues to expand and thrive in different categories and markets,” said
Christina Miller, vice president, Cartoon Network Enterprises. “Expanding this
relationship with LEGO, the leading construction toy brand, is an exciting
opportunity for BEN 10 that will continue to build towards years of future
success at retail.”
“We’re thrilled to expand our very successful partnership with Cartoon Network
to now include licensing and product development,” said Jill Wilfert, vice
president of licensing and entertainment for LEGO Group. “There is such a
natural synergy between fans of the LEGO brand and the loyal audience that
Cartoon Network engages, and BEN 10 ALIEN FORCE is the perfect property on which
to base a new way to build and play with LEGO elements.”
The LEGO BEN 10 ALIEN FORCE line is scheduled to launch in the construction toy
aisles in the U.S. in spring 2010, and will roll out in additional territories
thereafter.
As one of the top-rated Cartoon Network original series for boys since debuting
in April 2008, BEN 10 ALIEN FORCE is the latest chapter in the continuing BEN 10
saga and picks up the story five years later when 15-year-old Ben Tennyson
chooses to once again put on the OMNITRIX and discovers that he can transform
him into 10 all new aliens. Joined by his super-powered cousin Gwen Tennyson and
his equally powerful former enemy Kevin Levin, Ben is on a mission to find and
save his missing Grandpa Max by defeating the evil DNALIENS, a powerful alien
race intent on destroying the galaxy, starting with planet Earth.
The first-ever CNE licensed product in the LEGO portfolio builds upon an
existing and powerful relationship between the toymaker and Cartoon Network.
Most recently, they partnered to promote the LEGO CITY Building Competition via
on-air promos driving children to the LEGO CITY website (http://city.LEGO.com)
to build and submit their creations for a chance to star in an upcoming LEGO
CITY initiative. In October 2008, Cartoon Network featured an exclusive BIONICLE
on-air video and an exclusive online game at CartoonNetwork.com to promote the
toy line at the start of the holiday shopping season. LEGO Group has also
premiered two exclusive mini movies -- LEGO INDIANA JONES AND THE RAIDERS OF THE
LOST BRICK and STAR WARS REVENGE OF THE BRICK -- as commercial events on the
network while also creating custom games on CartoonNetwork.com, all supported by
on-air promos.
In the U.S., new episodes of BEN 10 ALIEN FORCE debut on Cartoon Network on
Friday nights at 9:30 p.m. (ET/PT) with replays throughout the week. Globally,
the Ben 10 television series franchise, which includes both BEN 10 and BEN 10
ALIEN FORCE, is currently seen in 160 countries throughout the world.
http://news.awn.com/index.php?ltype=top&newsitem_no=27928
-end of report-
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