Turner CN Enterprises has unveiled plans for Ben 10: 10.10.10, an EMEA-wide event that celebrates Ben 10's status as a multibillion dollar global retail brand, the launch of the new animated series "Ultimate Alien" and Ben 10's long-term future as an entertainment evergreen.

2010 is "The Ultimate Year of Ben 10" and Ben 10: 10.10.10 is a comprehensive program of events that will drive the celebrations for the brand. Ben 10: 10.10.10 will officially launch in October and will convey Turner CN Enterprises' 360-degree approach to business and the commercial benefits inherent in engaging all areas of the business, from on-air and online to ad sales and promotions.

"The beauty of the initiative is that although it provides a global focus for the brand and, of course, a reason to celebrate our successes, Ben 10: 10.10.10 isn't restricted to Oct. 10, 2010," says Alan Fenwick, vice president of Turner CN Enterprises.

"Throughout EMEA, our regional teams and agents are working in collaboration with channel marketing teams, programming, online, retailers and licensees to tailor activity that maximizes the potential of this pinnacle calendar event for their local market. Whether it be 10 days, 10 weeks or even 10 months, I'm absolutely certain that this is the event that will help us to further the success of Ben 10 which is still growing and cement the brand's position as an entertainment evergreen."

Ben 10 is at different stages of the brand life cycle in each regional market and the event activity organized around Ben 10: 10.10.10 will reflect this. Significant retail activity has been secured in more than 30 countries across EMEA and collaborations with Cartoon Network channel teams across the region will see outdoor, online and TV events.