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Cartoon Network outlines Ben 10 UK retail plans

Activations backing toy launch include a Hero Truck Tour across the country.

Cartoon Network has outlined its UK retail activation plans to support the toy launch of the rebooted Ben 10.

July 15 saw the first wave of toys from master global toy partner Playmates debut at retail, kicking off the UK merchandise roll out.

Flair is distributing the range in the UK, with the first skus including collectable figurines, ‘power-up’ and deluxe figures, role-play items, basic and deluxe versions of the Omnitrix and the Rust Bucket play-set.

Cartoon Network is backing the toy launch with a Ben 10 ‘Hero Truck Tour’ that will see a branded Rust Bucket trailer visit Toys R Us, Tesco and Smyths stores across the country.

The immersive activity will include an Augmented Reality experience that will encourage players to unleash their inner hero and see themselves transform into their favourite Ben 10 alien.

Kicking off on July 27 at Tesco Extra Havant in Hampshire, the tour will then head to an additional 16 locations including Bristol, Derby, Leeds, Glasgow and Ipswich before finishing up at Smyths in Ashford on August 20.

Following its UK run, the tour will then make its way across Poland, Spain and Italy.

Alongside this, The Entertainer, Smyths and Toys R Us now have Rust Bucket-inspired display units across stores to showcase the new toy range to visitors.

The units also incorporate a unique photo opportunity element as fans can take a seat inside the famous motorhome and then share with their family and friends on social media.

“We know from our retail partners that immersive fan experiences are in high demand, especially during the summer holidays as parents look for ways to keep their kids entertained,” said Graham Saltmarsh, director of licensing, UK and Nordics at Cartoon Network Enterprises.

“We’re confident these Ben 10 activations will create a huge sense of excitement as soon as kids arrive at their local store and leave them eager to get their hands on the fantastic new toy range.”

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