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New Ben 10 toys hit the United Kingdom


Cartoon Network EMEA has announced that the second line of Ben 10 toys from Playmates is starting to be released in the United Kingdom this month.

Graham Saltmarsh, the director of licensing for the U.K. and Nordics at Cartoon Network Enterprises EMEA, stated, “We’re delighted to be kicking off what is going to be another action-packed year for Ben 10 with the launch of a fantastic new wave of toys. Once again Playmates has done an amazing job capturing all the elements boys love from the show and has translated them into an innovative, engaging and fun toy range that will give kids the chance to live up to their dream of becoming Ben.”

The toys of focus for this wave are Heatblast Rocket Flyer and Diamondhead Power Tank vehicles, a range of Omni-Enhanced figurines and the new Omni Launch Battle figures. The figurines transform mid-air when launched through the included Omnitrix.

The new U.K. product launch follows the line’s debut in the market back in July. The toys are distributed locally by Flair and will be supported by significant television and online promotions.

In the United States, the toys initially launched in August as part of a Toys “R” Us promotional initiative.

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