Cartoon Network Enterprises and National Basketball Association Extend Co-Branding Partnership for Ben 10: Alien Force
Building on Successful Youth Apparel Line, Program Expands to Include Spalding for Hit Boys' Action Brand
Cartoon Network Enterprises (CNE) and the National Basketball Association (NBA) announced today a renewal and expansion of their co-branding partnership between the league and the hit boys' action franchise, Ben 10 Alien Force. The deal extension, which covers the 2009-10 NBA season, builds on the successful launch of a co-branded youth apparel line from Outerstuff which premiered at the 2009 NBA All-Star Game in Phoenix, and will expand to include a new line of co-branded basketballs from Spalding.
New designs integrating Ben 10 Alien Force characters with NBA league and team logos and mascots will be created for the apparel line, which includes long and short-sleeved t-shirts, sweatshirts and hoodies; while an all-new range of Spalding basketballs will also feature co-branded designs. The new product will debut at the NBA All-Star 2010 in Dallas in February, and will also be distributed at NBA arenas throughout the country, the NBA Store in New York City, on CartoonNetworkShop.com, the NBAStore.com and additional retail outlets.
"The long-standing partnership between Turner and the NBA is one that we value and that has provided unique opportunities across a variety of platforms and audiences," said Christina Miller, senior vice president of Turner Sports Strategy/Marketing/Promotions and Cartoon Network Enterprises. "Specifically in the kids space, this expansion of our relationship and program demonstrates the value and success of the program and the great synergy that exists between the
Ben 10 brand and the NBA and our respective audiences."
"We had a very positive response from our fans when we launched the initial Ben 10 NBA collection and the expansion of this year's line with Spalding will help us continue to build upon a successful program," said Lisa Piken, Sr. Director, Apparel and Accessories, NBA Global Merchandising Group.
The first-ever co-branded Ben 10 Alien Force and NBA product that debuted at NBA All-Star 2009 sold out and continued to sell well across all other retail outlets. The success of the NBA All-Star line led to the creation of a co-branded NBA Finals line that launched in June.
The partnership between CNE and the NBA is an expansion of an existing relationship between Turner Broadcasting and the professional sports league which has lasted for more than 26 years, making Turner the league's longest continuous partner. Through an agreement with Turner Sports, TNT has been a broadcaster of NBA programming for more than two decades and has renewed its partnership through the 2015-2016 season, while it also manages the rights for the NBA's portfolio of digital businesses. In 2009, Cartoon Network and the NBA partnered to create a short-form television series, My Dad's A Pro, which premiered in the fall and follows the day-to-day life of Boston Celtics guard Eddie House and his seven-year-old son Jaelen. Additionally, in 2007, Cartoon Network partnered with NBA Cares, the league's social responsibility arm, to expand the network's Rescuing Recess program, whose mission is to create awareness about the importance of recess as an essential element of the school day. Miami Heat guard Dwyane Wade is the national spokesperson for Rescuing Recess and together, the companies have pledged to enlist one million volunteer hours to rescue recess across America.
As a top-rated Cartoon Network original series for boys, Ben 10 Alien Force continues the Ben 10 saga and picks up the story five years later when 15-year-old Ben Tennyson chooses to once again put on the OMNITRIX and discovers that he can now transform him into 10 brand new aliens. Created by Man of Action and produced at Cartoon Network Studios, the third season of the Ben 10 Alien Force series recently debuted on Cartoon Network and currently premieres on Friday nights 8:30 p.m. (ET/PT) with replays throughout the week, and the live action movie, Ben 10 Alien Swarm debuted in November 2009 as the top-rated telecast of the day across both broadcast and cable with more than four million total viewers, according to Nielsen Media Research.
About National Basketball Association:
The NBA reaches fans and consumers worldwide through the licensing and marketing of consumer products bearing the league's trademarks and player attributes. Over 200 licensees manufacture, sell and market NBA-branded products that are promoted worldwide and sold in more than 100,000 retail locations, in 100 countries on six continents. Major categories include video games, apparel, footwear, sporting goods and trading cards. Thirty percent of merchandise sales are generated from outside the United States. In addition to offering the most comprehensive assortment of NBA, WNBA and NBA D-League merchandise, the NBA Store on Fifth Avenue in New York City features multimedia attractions, a fully operational broadcast booth and an official half-court used for special events and regularly scheduled appearances by players, legends and celebrities. More than one million fans visit the NBA Store each year. NBAStore.com is the online destination for NBA fans around the world looking for exclusive team merchandise, memorabilia and unique gifts of every NBA, WNBA and NBA D-League team. NBAStore.com is visited by over 10 million visits each year.
About Cartoon Network Enterprises
Cartoon Network Enterprises (CNE) is responsible for building consumer products and merchandising programs for a wide range of brands by securing and supporting long-term licensing partnerships across all categories. As the global branding and merchandising arm of Cartoon Network and Adult Swim, the division manages the consumer product programs for the networks' award-winning original programming, brands and characters including Ben 10, The Secret Saturdays, Chowder, The Marvelous Misadventures of Flapjack, Adult Swim and more. CNE also serves as a third party licensing agent through strategic partnerships with Nelvana Enterprises and Spin Master for the award-winning Bakugan brand, CAKE Entertainment and Fresh TV for the hit Total Drama franchise and the PGA of America for the youth marketplace.
Cartoon Network (CartoonNetwork.com), currently seen in more than 97 million U.S. homes and 166 countries around the world, is Turner Broadcasting System, Inc.'s ad-supported cable service now available in HD offering the best in original, acquired and classic entertainment for youth and families. Nightly from 10 p.m. to 6 a.m. (ET, PT), Cartoon Network shares its channel space with Adult Swim, a late-night destination showcasing original and acquired animated and live-action series for young adults 18-34.
Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news, entertainment, animation and young adult media environments on television and other platforms for consumers around the world.