Cartoon Network’s boy-skewing franchise Ben 10 has a new licensee in UK toyco Sambro, which will develop branded pocket money toys, creative play items, stationery and backpacks.

Ben 10 relaunched last October in the UK with Playmates serving as master toy licensee. In addition to a toy range distributed in the UK by Flair, other licensees include Smith & Brooks (daywear), Fashion UK (Daywear), Cooneen Group (nightwear and underwear), Drew Pearson International (accessories), Roy Lowe and Songs (socks), Centum Books (master publishing partner), Panini (magazine), Dreamtex (bedding) and Zak (lunchware and drinkware).

Produced by Cartoon Network Studios, the 40 x 11-minute series follows Ben Tennyson, who transforms into different aliens. The rebooted show has earned more than 27 million viewers across EMEA, boosted by its launch on UK free-to-air channel CITV in May. Ben 10 has been renewed for a second season and has new mobile and console games in the works.