Cartoon Network is expanding the licensing program for its original action-adventure series Ben 10 into new categories for 2007 and has inked deals with Jay Franco and Sons Inc., Accessory Innovations and AME (American Marketing Enterprises). The companies will work with global merchandising arm Cartoon Network Enterprises to bring a full line of bed, bath and beach items, accessories, sleepwear and more to market in 2007.
The Jay Franco Ben 10 products will include beach towels, bedding, 3D character pillows, sleeping bags, shower curtains, toothbrush holders and wastebaskets. Meanwhile, children’s sleepwear manufacturer AME will develop pajamas, lounge pants and robes based on the show. Accessory Innovations, a new player in the accessory arena, will develop a line of Ben 10 headwear that will include baseball caps, hats, rainwear and cold-weather accessories.
These latest deals follow in the heels of Ben 10 footwear and clothing partnerships formed with SG Footwear and ODM. In addition, Bandai America has successfully launched a line of Ben 10 toys that includes transforming toys, role-play items, action figures and playsets.
Ben 10 centers on 10-year-old Ben Tennyson, who finds a strange wristwatch-like device inside a crashed meteorite and discovers that it has the power to transform him into ten different alien beings, each with unique powers and abilities. The gadget, know as the Omnitrix, helps Ben fight evil, but also gets him into trouble when he uses it to satisfy his own curiosity.