The Hindu Business Line : Cartoon Networks plans merchandise on Ben 10

Cartoon Network Enterprises (CNE) India is launching what it expects to be another blockbuster - merchandise based on Ben 10, a show on Cartoon Network which went on air last week.

Mr Jiggy George, Executive Director, CNE India, told Business Line the merchandise included toys, apparel, activity books and bed linen. It will also promote the Ben 10 characters on the packs of the Nutrine Super Mahalacto candy and Kissan jams.

CNE India has firmed up arrangements with a company called Newboy to distribute the toys, with Giny & Jony for the apparel, with Eurokids for the books and with Portico for the furnishings. It has also tied up with Berger Paints for DIY kits that can be used to decorate interiors with the characters from this show.

The toys include figurines, including those that can be transformed, role play sets and alien labs. They will be priced between Rs 299 and Rs 2,499. The activity books, to be launched in November, will cost Rs 35. The bed linen will cost between Rs 449 and Rs 649. The apparel is only for boys and will cost Rs 299-1,249.

Promotion

The tie-up for the pack promotion will be CNE India's first-ever on-air and on-ground integrated promotional licence. A six-week promotion starting December will culminate in 10 children getting to meet with Ben 10 and 6,000 children winning some toys.