Cartoon Network signs major Ben 10 deal with Sambro

by TnP Staff
Published: 13 November 2017, 10:25
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First contract signed by Sambro in its recently opened southern showroom

Cartoon Network’s hugely popular franchise Ben 10 is back in action following the launch of an all-new series in October 2016. Harnessing the show’s accelerating popularity, Cartoon Network is assembling a robust licensing programme for fans and today proudly announces the signing of a new UK deal with top-class licensee Sambro. 

This partnership marks the first ever deal to be signed on-site at Sambro’s brand new southern showroom in High Wycombe, which opened its doors on 25 October 2017. Targeted initially at the UK market, this cross-category deal with Sambro will cover pocket money toys, creative play, stationery and backpacks and will see Ben 10 enter new aisles and retail channels.

Done deal: The contract was the first signed at Sambro's new southern base in High Wycombe 

Graham Saltmarsh, Director of Licensing, UK and Nordics at Cartoon Network Enterprises said: “We’re delighted to be partnering with Sambro who with their top-quality products, unwavering enthusiasm and commitment to creativity, make the perfect addition to our expanding licensing programme. Ben 10 is gaining significant traction in the UK market and we’re confident that fans will be eager to get their hands on this diverse range of new products when they hit shelves.”

Nikki Samuels, Licensing Director at SAMBRO added: “It’s a delight to be working with the team at Cartoon Network. Ben 10 is such a well-known and really diverse property and our ranges will create even more retail opportunities for fans. With a variety of price points and spanning multiple categories, our Ben 10 ranges will be a great way for retailers to capitalize on the popularity of the brand by extending the purchasing possibilities.”

Supported by creative retail activations, the Ben 10 merchandise roll-out kicked off in July 2017 with the debut of a brand-new toy range from Playmates, distributed in the UK by Flair. Additional licensees that are already on board in the UK for the latest iteration of Ben 10 include Smith & Brooks (daywear), Fashion UK (daywear), Cooneen Group (nightwear and underwear), Drew Pearson International (accessories) and Roy Lowe and Sons (socks), Centum Books (master publishing partner), Panini (magazine), Dreamtex (bedding) and Zak (lunchware and drinkware).