Bandai America Inc. has seen big success with its BEN 10 toy line, based on the popular Cartoon Network series. Since its launch this past summer, it debuted as one of the top 10 action figure properties during the month of August, according to market information company The NPD Group (based on dollar volume in the Action Figures & Accessories Supercategory).
"When we first saw BEN 10, we knew it was a great opportunity to design something new and different for the action figure category," said Michael Riley, vp of marketing, Bandai America. "With our strength in both action figures and role-play, we've created a fresh way for boys to play out the adventures that they see on their favorite Cartoon Network series and the response from fans has been nothing short of spectacular."
"Cartoon Network and Bandai America have taken the action and adventure that the BEN 10 series is known for and created toys that bring the excitement of the show to life for our fans," said Christina Miller, vp of U.S. consumer products for Cartoon Network Enterprises, the network's global merchandising and licensing division. "We're very happy with the reception the toys are getting from consumers."
Following the stellar retail launch, Bandai America is now debuting a unique website to support its toy line. The site, accessed via Bandai.com, features a behind-the-scenes look at the inspiration for the toys, exclusive interviews with the show's director of development Tramm Wigzell and supervising producer Alex Soto, alien character biographies, games and downloads. In addition, kids can see all the BEN 10 toys up close in three-dimensional display that highlights the "Omnitrix," the alien device that has permanently attached itself to Ben and transforms him into all the different heroes.
Bandai America's lineup features:
* Deluxe Playset: Although an exact replica of Grandpa Max's "Rust Bucket," this is not your everyday RV as it opens up to reveal an Alien Laboratory where kids can conduct their own experiments. The included supplies allow you to create your own miniature figures using reusable clay and character molds. Add water to the beaker and drop in the two Transforming Alien Rocks to see which 1" translucent character will appear after the DNA has oozed off. Comes with three exclusive animation disks, which can be viewed with the alien viewer shaped like a microscope (SRP $29.99).
* Role-play: The Omnitrix F/X role-play toy can be worn on the wrist and features red and green flashing lights, as well as sound effects directly from the show. Turn the dial, select your character and slam down on the face to launch your alien DNA transformation (SRP $14.99).
* Metamorfigures: These 8" figures a TOY WISHES MAGAZINE 2006 Holiday All Star start off as alien characters, but transform into cool mini role-play toys like a real working flashlight, binoculars and squirt gun (SRP $12.99).
* DNA Alien Heroes: Reminiscent of the DNA that fuses into Ben's body from the Omnitrix, these 6" figures ooze DNA slime bubbles from their bodies. Each figure also comes with an additional action feature (SRP $8.99).
* Alien Collection: The 4" figure collection features all of the 10 aliens that Ben can transform into via his Omnitrix. Each figure comes with a collectible lenticular card, created for Bandai America by Cartoon Network, as well as an exclusive animation disk of eight cels from the show that depict Ben in transformation (SRP $4.99).
* Transforming Alien Rocks: Dissolve them in water to reveal a translucent miniature 1" alien figure hidden inside. Comes in packs of two characters each (SRP $4.99).
Bandai America is a subsidiary of NAMCO BANDAI Holdings (USA) Inc., a newly formed entity that resulted from the integration of Namco Ltd. and Bandai Co. Ltd. of Japan. Global interests now encompass five strategic business units: toys and hobby (toys, models, apparel and sundries), amusement facilities, game content (home and arcade console gaming), mobile content, and visual and music content (including home entertainment). Bandai America is the manufacturer and master toy licensee of some of the most popular brands in children's toys and entertainment, including POWER RANGERS and TAMAGOTCHI. The company is headquartered in Cypress, California and information is available at www.Bandai.com.
Rick DeMott
Animation World Network
Creator of Rick's Flicks Picks
