Ben 10 Creates an Alien Invasion at Retail With Popular Action Figures & Role-Play Toys Flying Off Retailer Shelves Since Summer Debut
November 8, 2006

Brand Launches Fun Interactive “Behind-the-Scenes” Web Site at

BanDai LogoCYPRESS, CA – November 8, 2006) – From the creators of the Power Rangers toy line – one of the most successful action figure brands of all time – comes the new Ben 10 lineup from innovator Bandai America Inc. Based on the popular Cartoon Network series, these one-of-a-kind action figures, role-play and other toys have quickly become the next big thing among young boys who love reliving the fun alien adventures of one very cool 10-year old boy.

A testament to its initial success, Bandai America’s toy line has been experiencing tremendous retail sell-through since its launch this past summer. In fact, it debuted as one of the top 10 action figure properties during the month of August, according to market information company The NPD Group (based on dollar volume in the Action Figures & Accessories Supercategory).

“When we first saw Ben 10, we knew it was a great opportunity to design something new and different for the action figure category,” said Michael Riley, vice president of marketing, Bandai America. “With our strength in both action figures and role-play, we’ve created a fresh way for boys to play out the adventures that they see on their favorite Cartoon Network series—and the response from fans has been nothing short of spectacular.”

“Cartoon Network and Bandai America have taken the action and adventure that the Ben 10 series is known for and created toys that bring the excitement of the show to life for our fans,” said Christina Miller, vice president of U.S. consumer products for Cartoon Network Enterprises, the network’s global merchandising and licensing division. “We’re very happy with the reception the toys are getting from consumers.”

Following the stellar retail launch, Bandai America is now debuting a unique Web site to support its toy line. The site, accessed via, features a behind-the-scenes look at the inspiration for the toys, exclusive interviews with the show’s director of development Tramm Wigzell and supervising producer Alex Soto, alien character biographies, games and downloads. In addition, kids can see all the Ben 10 toys up close in a cool three-dimensional display that highlights the “Omnitrix,” the alien device that has permanently attached itself to Ben and transforms him into all the different heroes so he can save the day using extraordinary powers.


Just in time to top holiday wish lists, Bandai America’s lineup features:

§ Deluxe Playset: Although an exact replica of Grandpa Max’s “Rust Bucket,” this is not your everyday RV as it opens up to reveal an Alien Laboratory where kids can conduct their own experiments. The included supplies allow you to create your own miniature figures using reusable clay and character molds. Add water to the beaker and drop in the 2 Transforming Alien Rocks to see which 1” translucent character will appear after the DNA has oozed off. Comes with 3 exclusive animation disks which can be viewed with the alien viewer shaped like a microscope (SRP $29.99).

Lab Playset 

§ Role-play: The awesome Omnitrix F/X role-play toy can be worn on the wrist – mimicking the same device that’s permanently attached to our favorite hero Ben – and features red and green flashing lights, as well as sound effects directly from the show. Turn the dial, select your character and slam down on the face to launch your alien DNA transformation (SRP $14.99).


§ Metamorfigures: These 8” figures – a Toy Wishes Magazine 2006 Holiday All Star – start off as alien characters, but transform into cool mini role-play toys like a real working flashlight, binoculars and squirt gun (SRP $12.99).

Water Gun 

§ DNA Alien Heroes: Reminiscent of the DNA that fuses into Ben’s body from the Omnitrix, these 6” figures ooze DNA slime bubbles from their bodies. Each figure also comes with an additional action feature (SRP $8.99).


§ Alien Collection: The 4” figure collection features all of the 10 aliens that Ben can transform into via his Omnitrix. Each figure comes with a collectible lenticular card, created for Bandai America by Cartoon Network, as well as an exclusive animation disk of 8 cels from the show that depict Ben in transformation (SRP $4.99).


§ Transforming Alien Rocks: Dissolve them in water to reveal a translucent miniature 1” alien figure hidden inside. Comes in packs of 2 characters each (SRP $4.99).

Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on,,, Boing-Boing,, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
Read other articles by Daniel Pickett.




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