Toy Fair 2010 - New Ben 10 Ultimate Alien Toy Line from Bandai

by Jay Cochran
February 20, 2010
Inspired by Cartoon Network’s top-rated, Emmy Award®-winning television franchise, Bandai America Incorporated showcases its new out-of-this world Ben 10 Ultimate Alien toy line at the 2010 Toy Fair. Based on the all-new Cartoon Network original series debuting this spring, the Fall 2010 product line includes action figures, role-play, vehicles, and its patent-pending Alien Creation System toys that allow kids to use their imagination to create and combine thousands of aliens. The new line features more alien figures than ever before and also unveils the revamped Ominitrix called the Ultimatrix that Ben wears in the show.

“The new Ultimate Alien line continues Bandai America’s commitment to developing toys that nurture children’s creativity and imagination,” said Colleen Sherfey, Senior Director of Marketing at Bandai America. “The line allows kids to extend their imagination and adventures by incorporating online components, as well as traditional play value.”

Marking its fifth year at retail in 2010, Ben 10 consistently ranks as one of the top ten action figure brands, according to The NPD Group, and Bandai’s Ben 10 Alien Force action figures were recognized as one of the best toys for the holidays in 2009 by’s People’s Play Awards. Launching in summer 2010, Bandai America’s Ben 10 Ultimate Alien Fall 2010 collection captures the excitement of the television series with new Ultimate Alien action figure characters, as well as characters from the classic Ben 10 series.

Fall 2010 product highlights include:

* The Alien Creation Chamber Laboratory: This toy is the newest addition in a long line of “Alien Creation” toys for the brand that continues to boost design and invention skills by letting kids develop their own unique combination of aliens. Kids create these aliens by loading the lab with multiple arms, legs, heads and torsos, and with a push of a few buttons, a new alien comes together. Millions of alien combinations are possible.

* The Disc Alien Ultimatrix: This latest edition of the Omnitrix which is called the Ultimatrix comes with a disc-shaped alien hero that can be placed inside the Ultimatrix and activated to pop up bringing the alien to life. These Alien Discs come packed with select articulated 4” figures. The Disc Alien Ultimatrix unlocks the alien voices of several characters from the cartoon, including Ultimate Spidermonkey, Ultimate Humungousaur, Ultimate Big Chill, Ultimate Swampfire, Nanomech, Amphibian, Armodrillo, Water Hazard, Terraspin and NRG. Lights and sounds help make the Ultimatrix come to life!

* The Mark 10 Deluxe Vehicle: The Ben 10 Deluxe Vehicle comes with lights, sounds, missiles and four vehicle modes: racer, hovercraft, submarine, and jet fighter. A specially designed Ben 10 action figure is included. Other 4” Alien Collection figures can fit in the vehicle as well.


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