Bandai America at Toy Fair 2007: 'Ben 10'

Debuting last Summer season with some of the coolest and newest action figure designs on the market, Bandai America's Ben 10 products have established a new tradition for the boys' toys category. Beginning with the core alien heroes for the toy line based on the popular action-adventure animated television series, the Ben 10 toy line continues to diversify and expand into a much more complex and intriguing line of figures and playsets. Fans can expect to find several more additions in the Spring 2007 and Fall 2007 toy lines for Ben 10, where both heroes and villains will come to life: such as Upchuck, Cannonbolt and Vilgax. These and others will be action figures for the first time. Additionally, new vehicles, playsets, alien collectibles and role-play products will be introduced. Since Bandai America's Ben 10 toy line debuted in August 2006, it has been rated as one of the top 10 action figure brands, according to the market information company the NPD Group.

The story of a ten-year-old boy whom, upon discovering alien technology, is given the power to transform into multiple alien specimen and use their power for the forces of good; Ben 10 in just a year's time has spawned an all too furious array of seasons in animation and numerous (and numerous) consumer product licenses and merchandising on behalf of Cartoon Network. Hoping to get the absolute most out of the property after only a little bit of time, Cartoon Network has made the push to get Ben 10 to its fans, in every way possible: Bandai Collectible Games, a division of toymaker Bandai America Incorporated, will produce a collectible card game based on the Ben 10 television animation (03/05/2007). This in addition to interactive video games (02/09/2007), games, puzzles and school supplies from Pressman Toys and FAB/Starpoint separately (01/17/2007), bedding and activity products (12/08/2006), successful action figures (Summer/Fall 2006), and other apparel such as t-shirts, running shoes and long-sleeves (Fall 2006). And yet, the feature film plans for Ben 10 seem to imply that Cartoon Network will be pushing the property in the animated medium just as much as they are outside of it [related A.I. news: "CN Upfront 2007 Overview"].

The action-adventure animated television series is a Cartoon Network original property, and has been one of the chief accomplishments of the network in recent history, which has made a number of attempts at finding a property that is marketable in multiple platforms. Ben 10 has made waves in retailer shops; however, the Spring and Fall 2007 toys are going to further blow away toy collectors given what Bandai has in store for them.

"The Ben 10 series and its fun, action-oriented storylines lends itself to some truly unique and original play patterns which we've perfectly captured in our dynamic lineup," Michael Riley, vp of marketing for Bandai America Inc, commented. "As a result, fans have overwhelmingly responded to our toys, including the collectible nature of our four-inch figures, the oozing DNA slime bubbles in our six-inch figures, and the Omnitrix role-play device that allows kids to re-live the alien transformation action from the show."

The Spring 2007 and Fall 2007 products will feature a variety of new and highly detailed action figures and playsets. The Spring 2007 line up debuted in January retail, while the Fall collection launches in July. Key products include more four-inch, six-inch, eight-inch Metamorfigures and even a twelve-inch Epic Alien Figure, where fans can find detailed sculpts and articulation in the arms an legs who unlike other figures line up, have a highly stylized look and feel. Additional role-play accessories will be marketed as well. Vilgax's Battle Ship, which debuts in the Fall, features a slime pit arena for face-offs between your miniature Transforming Alien Rock figures and much more.

Details for the Spring 2007 toy line-up, from Bandai America Incorporated are as follows. Images of new toys, playsets and vehicles are linked/featured in the following/appropriate sections of this AnimationInsider.net report. Items listed are given a detailed product description, the recommended age group for the product and the scheduled date of release.

	Action Figures
4" Collectible Figures:	Building even more on the success of this key product in Bandai America's dynamic lineup, fans should expect to see lots of new characters -- including Ben Tennyson and villains -- in the awesome 4" Alien Collection. Not only do all of the initial 10 aliens that Ben can transform into return in 2007, the following will see their debut as action figures: Ben Tennyson (comes with a skate/hover board), Vilgax (w/removable body parts), Petrosapien Bounty Hunter (w/removable body parts) and Cannonbolt debut in January. Wildvine and Upchuck come out in April, while Kevin 11 (comes with various pieces that can make him look like he absorbed Heatblast's powers), Six-Six and Benwolf debut in May.
	Each figure comes with a collectible lenticular card -- created exclusively for Bandai America by Cartoon Network -- that depicts Ben transforming into the alien character. Tilt it and see him go from normal ten-year-old boy to fully formed alien. The back of each card also offers a fun bio. In addition, each figure comes with an exclusive animation disk that features eight cels of Ben transforming into an alien. These disks can be viewed with the special viewer in the Alien Laboratory Playset. $4.99; 4+; January/April/May. Images follow:
	Ben Tennyson -- Vilgax -- Petrosapien #1
	Petrosapien #2 -- BenWolf -- Upchuck
	Cannonbolt -- Wildvine -- Kevin 11 #1
	Kevin 11 #2 -- Six-Six
6" Feature Figures:	The 6" DNA Alien Heroes have some of the most unique offerings of any action figure in the boys' category today. Reminiscent of the alien DNA that fuses into Ben's body from the Omnitrix, some figures ooze DNA slime bubbles form their bodies when you press the button on their backs. In addition, each offers even more play value with a cool action feature. Heatblast, Four Arms and Diamondhead continue from the toy line's first season. New characters included Wildmutt (press the button on his back so he can chomp on the android and dribble slimy saliva from his massive jaws), Kevin 11 (w/beating heart and removable alien parts) and Upgrade (with super stretchable arms and a light feature in his head/chest). Other characters coming in May include Ben Tennyson (with mini Omnitrix and transformations into Heatblast, Four Arms or Stinkfly with removable attachments), and BenWolf (demonstrates his super strength when his muzzle separates into 4 parts and his visible internal organs start pumping). $8.99; 4+; January/May. Images follow:
	Ben Tennyson #1 -- Ben Tennyson #2 -- BenWolf
	Kevin 11 -- Upgrade -- Upgrade (stretching)
	Wildmutt
8" Transforming Figures:	These large scale 8" Metamorfigures start of as aliens, but transform into completely unexpected toys with new functions and effects. Offering two toys in one, the returning characters from season one are Heatblast (working flashlight), Grey Matter (binoculars) and Ripjaws (squirt gun). Joining them are new characters Four Arms, who operates as a menacing lock (the Omnitrix shaped key can also open his chest compartment where tiny objects can be hidden), and Wildmutt, who becomes a door hanger that doubles as a motion sensor room guard with sound effects. $12.99; 4+; January. Images follow:
	Wildmutt (standard view) -- Wildmutt (door hanger) -- Four Arms (open chest)
	Four Arms (locking arms) -- Four Arms (standard view)
12" Figures:	New for 2007; these 12" Epic Alien Figures are expertly sculpted, showcasing the detail on the body of these massive characters. Both kids and action figure collectors alike are sure to love them for play and for posing. Each figure offers articulation in the arms and legs. The firs aliens to be featured are Four Arms, Heatblast and XLR8 (June). $16.99; 4+; January/June. Images follow:
	Four Arms -- Heatblast -- XLR8