afaqs!

Cartoon Network strikes perfect 10 with Ben 10

By Sangeeta Tanwar , afaqs!, Mumbai | In Media Publishing | October 04, 2010
The kids' channel is launching a fresh series titled 'Ben 10: Ultimate Alien' on October 10

Cartoon Network (CN) is putting together a programming and marketing feast to celebrate a special date - October 10, 2010, or 10.10.10.

To celebrate this troika of 10.10.10, the kids' channel is rolling out the third animated series, Ben 10: Ultimate Alien.

CN has so far produced Ben 10 (original series) and Ben 10: Alien Force, besides two live-action television movies.

Monica Tata, vice-president and deputy general manager - Entertainment Networks, South Asia, Turner International India, says, "Ben 10 is globally aired in 160 countries. The animated series is a big phenomenon everywhere. The date, 10.10.10 is an awesome combination, as it happens once in a lifetime. The superhero Ben is now a 16-year-old teenager, so the series is more edgy and fun. "

The channel plans to showcase the alien-morphing boy hero by kicking off the Ben10 TV Marathon, beginning today. The marathon will continue for a week. From October 15 onwards, the channel will air the all-new episodes of Ben 10: Ultimate Alien; with encores on Saturday at 10 am.

On October 10, the channel has planned a 10-hour roadblock by Cadbury, which has partnered with the channel for of off-air activities as well.

The confectionery brand has a tie-up with the channel, as part of on-pack promotions and contest. The contest provides 20 lucky kids a chance to be part of the unveiling of the new toy-device, which superhero Ben will be using in the new series.

The winners of the contest will get to see a huge, watch-like device made by just using Cadbury Gems. In the series, Ben uses this device (Ultimatrix) to switch between various alien entities. The structure will be displayed at Inorbit Mall in Mumbai on October 10.

CN, along with toy maker Bandai, has launched a series of Ben 10 toys for kids. The toys are priced between Rs 400 and Rs 1800 and are available at retail chains, such as Lifestyle, Hypercity, Time Out, Hamleys and Odyssey.

The channel is also distributing Ben 10 merchandise at 163 McDonald's outlets spread across the country.

Tata informs that on the CN website, kids can enjoy the Ben 10 alien creator game, part games and character masks that can be downloaded.

She also shares that the coming week will see CN going big on outdoor innovation in Mumbai, with life-size characters on display alongside CN kiosks.

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