Television

CN partners NBA for Ben 10 brand initiatives

MUMBAI: Cartoon Network Enterprises (CNE) has partnered with the National Basketball Association (NBA) to create joint consumer products and promotion campaigns based on the animated series Ben 10: Alien Force.


Ben 10: Alien Force is the following chapter in the franchise, where 15-year-old Ben discovers that his Omnitrix has been reconfigured and he can now transform into ten new aliens.



As a part of the deal, a youth apparel line, integrating Ben 10 characters with NBA league team logos and mascots, will be launched at the 2009 NBA All-Star Game in Phoenix.


The range will include long and short-sleeved T-shirts, sweatshirts and hoodies, and will be available at the NBA Store in NBA All-Star Jam Session and New York. The range will also be available online at NBAStore.com and CartoonNetworkShop.com.


The co-branded apparel launch will be supported by a combined marketing effort with an aim to leverage the two companies‘ existing relationship and synergistic opportunities.


“With this partnership, we are able to fuse the popularity of NBA with the power of Ben 10 to create a synergy between two fan favorites and offer even more ways to experience both brands," avers CNE consumer products VP Christina Miller.


The apparel line will be included in the Cartoon Network‘s Kids zone festivities at NBA All-Star Jam Session.

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