The cross-category deal will also see the popular animated series enter new aisles and retail channels.

EUROPE–Cartoon Network has signed on licensee Sambro for a cross-category deal that will further extend its robust licensing program for “Ben 10.”

Initially targeted toward the U.K. market, the licensing agreement will see Sambro create a variety of pocket money toys, creative play, stationery and backpacks for the brand. It will also see “Ben 10” enter new aisles and retail channels.

“It’s a delight to be working with the team at Cartoon Network. ‘Ben 10’ is such a well-known and really diverse property and our ranges will create even more retail opportunities for fans,” says Nikki Samuels, licensing director, Sambro. “With a variety of price points and spanning multiple categories, our ‘Ben 10’ ranges will be a great way for retailers to capitalize on the popularity of the brand by extending the purchasing possibilities.”

Additional licensees that are already on board for the series’ U.K. licensing program include Smith & Brooks (daywear), Fashion U.K. (daywear), Cooneen Group (nightwear and underwear), Drew Pearson International (accessories), Roy Lowe and Sons (socks), Centum Books (master publishing partner), Panini (magazine), Dreamtext (bedding) and Zak (lunchware and drinkware).

“We’re delighted to be partnering with Sambro who with their top-quality products, unwavering enthusiasm and commitment to creativity, make the perfect addition to our expanding licensing program,” says Graham Saltmarsh, director licensing, U.K. and Nordics, Cartoon Network. “‘Ben 10’ is gaining significant traction in the U.K. market and we’re confident that fans will be eager to get their hands on this diverse range of new products when they hit shelves.”