Playthings is reporting that Cartoon Network is teaming up with the Lego brand to create new Lego-themed toys based on the hit series Ben 10 Alien Force.
Cartoon Network Enterprises has announced a new partnership with Lego to create construction toys based on the Ben 10 Alien Force franchise, for a spring 2010 product debut in the U.S.
The global agreement marks the first time the two companies have partnered on product development. The new Ben 10 product line will feature never-before-seen Lego elements as well as a “new twist” on the Lego building system, with an emphasis on the “core propositions of transformation and action for which the Ben 10 property is known,” according to the companies.
“Over the past four years, Ben 10 has established itself as a global brand that continues to expand and thrive in different categories and markets,” says Christina Miller, vice president, Cartoon Network Enterprises. “Expanding this relationship with LEGO, the leading construction toy brand, is an exciting opportunity for Ben 10 that will continue to build towards years of future success at retail.”
Adds Jill Wilfert, vice president of licensing and entertainment for Lego, “We’re thrilled to expand our very successful partnership with Cartoon Network to now include licensing and product development. There is such a natural synergy between fans of the LEGO brand and the loyal audience that Cartoon Network engages, and Ben 10 Alien Force is the perfect property on which to base a new way to build and play with LEGO elements.”
Immediately following its initial debut in the U.S. in spring 2010, Lego’s Ben 10 Alien Force line is scheduled to launch in additional territories.