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 animation 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.
Source Cartoon Network Enterprises
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